TEA CONSUMPTION BEHAVIOR AMONG YOUNGSTERS: A CASE OF UNDERGRADUATES OF UVA WELLASSA UNIVERSITY

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dc.contributor.authorKUMANAYAKE, I.
dc.date.accessioned2021-08-17T07:01:39Z
dc.date.available2021-08-17T07:01:39Z
dc.date.issued2013
dc.description.abstractTea is rapidly closing the gap as warm beverage by replacing the popular coffee in the world. Tea consumption is expected to jump 40% by 2020, as growing consumer interest in health and wellness has led to increasing awareness of tea's functional benefits. The research was done by using youngsters who are the people well knowledgeable about present world than adults and children. So they are more concern about their lifestyle than other people. These study determinants of tea consumption among youngsters with the application of the Theory of Planned Behavior. As a traditional and healthy beverage of tea the youngsters have different consuming behaviors. The questionnaire based on survey was carried out to collect the data based on sample of 250 undergraduates of Uve Wellassa University in Badulla. The Theory of plan behavior was used to construct the questionnaire. Descriptive analysis method was used to analysis to determine the statues of the Consumer behavior towards tea consumption. Multiple linear regressions was used with the Dummy variables to analyze the intention of youth towards the explanatory variables. The result reviled that the intention of youth for the tea consumption behavior was determined by the attitude, Subjective norm, perceived behavioral control and gender. This finding supports the use of TPB in explaining tea consumption behavior by using the main variables and the demographic variables somewhat useful of predicting the intention. Further research is warranted, particularly to investigate beverage consumption with different variables occurring for consumption pattern in young adults' consumption patterns in more depth. Key words: Theory of Plan Behavior, Multiple Linear Regressions, Attitude, Subjective Norm, Perceived Behavioral Control, Descriptive Analysis.en_US
dc.identifier.otherUWU/TEA/09/0023
dc.identifier.urihttp://www.erepo.lib.uwu.ac.lk/bitstream/handle/123456789/6938/UWULD%20TEA%2009%200023-03052019132119.pdf?sequence=1&isAllowed=y
dc.language.isoenen_US
dc.publisherUva Wellassa University of Sri Lankaen_US
dc.relation.ispartofseries;UWU/TEA/09/0023
dc.subjectTea Technology and Value Addition Degree Programme ( TEA)en_US
dc.titleTEA CONSUMPTION BEHAVIOR AMONG YOUNGSTERS: A CASE OF UNDERGRADUATES OF UVA WELLASSA UNIVERSITYen_US
dc.title.alternativeResearch Article – TEA 2013en_US
dc.typeThesisen_US
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