THE ANALYSIS OF CHINESE TEA CONSUMPTION BY CHINESE STUDENTS BASED ON DRINKING MOTIVATIONS (A CASE STUDY IN PRESIDENT UNIVERSITY)

Abstract

China tea is one of the most valuable primary commodities in the world, playing the significant role in human daily life. Tea is both the oldest and currently the most popular beverage in the world next to water. Although tea is only cultivated in a few countries, the custom of tea drinking spreads all over the world. There are more than 3000 different types of tea. China, as the original tea producing country, produces most types of rare tea and annually exports 18% of the entire world tea market.

In China, a tea house is traditionally quite similar to the American "cafe", albeit centered Around tea rather than coffee. People gather at tea houses to chat, socialize, and enjoy tea. Young people often meet at tea houses for dates. Especially, the Guangdong (Cantonese) style teahouses are very famous abroad, such as in New York, San Francisco, etc. These tea houses not only serve tea, but also dim sum people can eat different kinds of food when they drink tea.

This study quantitatively examined reasons for Chinese student who stay in jababeka industry park to consume Chinese tea in outside, a drinking motivational model has four factors including “enhancement,” “social motives” “coping with unpleasant” and “conformity and acceptance” this model used to describe the important motivation driving Chinese students to consume tea. These findings provide strategic plans and commercial guidance for China tea companies who wish to expand their business like Tea house in Jababeka industry park Indonesia. The use of drinking motivational model varied across the 86 samples .weighted mean and Likert scale are used as statistical treatment in this research. The finding shows that the dominant motivation faction that drives Chinese students to consuming