소비자 인지에 의한 녹차 품질 평가 요소의 계층적 중요도 설정

• 영문명: Study on the Hierarchical Weight of Quality Evaluating Factors by Consumer’s Perception for Green Tea Quality Grading
• 발행기관: 한국차학회
• 저자명: 박성선(Sung-Sun Park) 서형주(Hyung-Joo Suh) 정은영(Eun-Young Jung) 박종대(Jong-Dae Park) 최정(JungChoi) 양성범(Sung-BumYang)
• 간행물 정보: 『한국차학회지』제17권 제2호, 29~37쪽, 전체 9쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

This study sets the weight of the each factors of green tea evaluation, with consumer's perception, by the Analytic Hierarchy Process (APH). The quality of green tea is assessed by 5 factors of quality evaluation; taste, flavor, tea color, shape of dried leaf and shape of wet leaf, among the green tea quality evaluating methods by specialists. In analysis of tea purchase, weight of the most important factor when the consumers buy green tea is; quality of the tea 0.248, price 0.236, brand 0.224, tea leaf plucking season 0.167 and design 0.124. The weight of 5 factors of tea quality evaluation is ordered like this; taste 0.263, flavor 0.248, tea color 0.222, shape of dried leaf 0.146 and shape of wet leaf 0.121 (CI < 0.1)

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green tea tea quality evaluation tea quality evaluation factor analytical hierarchy process consumer’s perception of tea quality