Proceedings of the 2nd International Conference on Accounting, Management, and Economics 2017 (ICAME 2017)

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The Analysis Of Consumer Preferences On Mulberry Leaves Tea As An Antioxidant-Enriched Product

Authors
Aisyah Larasati, Isstutarti Issutarti
Corresponding Author
Aisyah Larasati
Available Online October 2017.
DOI
10.2991/icame-17.2017.4How to use a DOI?
Keywords
Consumer Preferences, Product Innovation, Mulberry Tea
Abstract

One alternative product innovation made of mulberry leaves is the mulberry leaves tea that served in a ready to drink pack. This alternative innovation is expected to increase the economic value of mulberry leaves. The product of mulberry leaves tea is made by adding 30% sappan wood of the total weight of mulberry tea in order to improves the color appearances of the tea. The purpose of this research is to analyze the consumer preferences on mulberry leaves tea as an antioxidant-enriched product. The consumer preferences on the aroma, colour, and taste of mulberry tea was tested by 100 panelists. The results show that the top five important attributes of mulberry tea are color, aroma, taste, packaging, and price. In addition, the preferences test show that 48% of the panelist like the color (light brown) and the aroma of the tea (rather strong of lime aroma). The preference test also show that 45% of the consumer is rather like the taste (little bit sour). As conclusion, in order to increase consumer preferences on the mulberry tea, the taste of the tea should be improve by conducting further research to determine the proper amount of lime used in the tea formulation.

Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd International Conference on Accounting, Management, and Economics 2017 (ICAME 2017)
Series
Advances in Economics, Business and Management Research
Publication Date
October 2017
ISBN
978-94-6252-410-1
ISSN
2352-5428
DOI
10.2991/icame-17.2017.4How to use a DOI?
Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Aisyah Larasati
AU  - Isstutarti Issutarti
PY  - 2017/10
DA  - 2017/10
TI  - The Analysis Of Consumer Preferences On Mulberry Leaves Tea As An Antioxidant-Enriched Product
BT  - Proceedings of the 2nd International Conference on Accounting, Management, and Economics 2017 (ICAME 2017)
PB  - Atlantis Press
SP  - 41
EP  - 51
SN  - 2352-5428
UR  - https://doi.org/10.2991/icame-17.2017.4
DO  - 10.2991/icame-17.2017.4
ID  - Larasati2017/10
ER  -