A study on consumer behavior toward organic tea in Long Bien district, Ha Noi city

In recent years, Vietnam economy has grown significantly, Vietnamese people have also earned higher income, especially, urban areas. Therefore, the behavior of urban consumers has been changed daily leading to the trend of reducing inferior product consumption. Nowadays, to maximize profit, many factories discharged directly waste into the environment without treatment leading to soil, water and air pollution. Especially, this affects strongly on agricultural production. tea, fruit, tea is produce without ensuring quality, food organic requirements.

CONFIRMATION We confirm that this is our own research The data and results shown in report are realistic and have never published in any other reports We affirm that all the helps during research are acknowledged and reference sources are shown clearly Hanoi, October 22nd 2017 Student Phan Thi Thu Phuong i ACKNOWLEDGEMENT Foremost, I am deeply thankful to my advisor, Ph.D To The Nguyen - Department of Planning and Investment, Faculty of Economics and Rural Development, Vietnam National University of Agriculture who help me all throughout my undergraduate thesis at Vietnam National University of Agriculture His advice, guidance, professionalism, and understanding of the scientific process have greatly contributed to my learning experience Besides, I would like to thank the teachers in the faculty of Economics and Rural Development in general and Department of Planning and Investment in particular for their excellent support on my thesis My sincere thanks also go to my fellow graduate students and friends for their support and friendship during the past time Hanoi, October 22nd 2017 Student Phan Thi Thu Phuong ii TABLE OF CONTENTS CONFIRMATION i ACKNOWLEDGEMENT .ii LIST OF TABLES v LIST OF PICTURES vi ABSTRACT vii CHAPTER 1: INTRODUCTION 1.1.Rationale of the study 1.2.Objectives of the study 1.2.1.General objective 1.2.2.Specific objectives 1.3.Subject and scope of study .2 1.3.1.Subjects of study .2 1.3.2.Scope of study 1.4.Research question CHAPTER II: LITERATURE REVIEW 2.1.Theoretical base .4 2.1.1.Basic concepts 2.1.2.Role of study about consumption behavior .8 2.1.3.Models of consumption behavior 2.1.4.Factors affecting consumer behavior 28 2.2.Empirical basis 32 2.2.1.The situation of tea consumption in Vietnam 32 2.2.2.The situation of organic tea consumption in Vietnam 33 2.2.3.The study involved 33 CHAPTER III: RESEARCH METHODOLOGY 36 3.1.Characteristics of the study site 36 3.1.1.Natural conditions 36 3.1.2.Economic and social conditions 38 3.1.3.General evaluation 41 3.2.Research methodology 41 3.2.1.Data collection 41 iii 3.2.2.Data processing .42 3.2.3 Analysis methods 42 3.3.Research indicators 43 3.3.1.Indicators indicate the regular tea consumption and organic tea in Long Bien district 43 3.3.2.Indicators indicate consumption behavior of consumers in Long Bien district 43 3.3.3.Indicators indicate factors affecting consumption behavior of consumers in Long Bien district 43 CHAPTER IV: RESULTS AND DISCUSSION 44 4.1.The situation of normal tea and organic tea consumption in general in Long Bien district .44 4.1.1.The situation of tea consumption 44 4.1.2.Tea and organic tea supply channel in Long Bien district 44 4.1.3.The situation of organic tea consumption in Long Bien district 49 4.2.The analysis the consumer behavior in organic tea consumption of people living in Long Bien district 51 4.2.1.The characteristic of organic tea consumers 51 4.2.2.The organic tea consumption behavior 54 4.3.Factors affecting organic tea consumption behavior 63 4.3.1.Factors affecting organic tea consumption behavior from suppliers 63 4.3.2.The subjective factors of consumers .70 4.4.Raising awareness solution of consumers about organic tea 73 4.4.1.Establishing organic tea distribution system in the city 73 4.4.2.Raising awareness of consumers about organic tea .73 4.4.3.Building consumer confidence in organic tea product 74 CHAPTER V: CONCLUSION AND RECOMMENDATION 76 5.1.Conclusion 76 5.2.Recommendation 80 iv LIST OF TABLES Picture 3.1 Long Bien geographic map 36 Source: Long Bien Commitee, 2016 36 Picture 4.1 Tea area in Vietnam 45 Figure 4.1 Tea supply chain 46 Source: VECO, 2013 .46 Figure 4.2 The age of tea consumers 52 Source: Analyzed surveyed data, 2017 52 Figure 4.3 Education level of surveyed consumers .53 Source: Analyzed surveyed data, 2017 53 Source: Analyzed surveyed data, 2017 54 Figure 4.4 Accessing to information on organic tea of consumers 55 v LIST OF PICTURES Table 4.1 Place selling organic tea 49 Table 4.2 The quantity consumption of regular tea and organic tea monthly (kg/person/month) 50 Table 4.3 The consumers’ gender and frequency of tea consumption 51 Table 4.4 The occupation of consumers by genders 54 Unit: person 54 Table 4.5 The reason of consumers when choosing organic tea 57 Table 4.6 The awareness of consumers when buying organic tea 60 Table 4.7 Consumers' perception about standards of organic tea 62 Table 4.8 Price of some types of tea .63 Table 4.9 Assessment of consumers about organic tea 65 Table 4.10 The choice of consumers about organic tea outlet by occupation 67 Table 4.11 The assessment of consumers about organic tea outlet by occupation .69 Table 4.12 The frequent level of using organic tea by age 70 Table 4.13 The consumption of organic tea by age .71 Table 4.14 The change in consumption of organic tea by income 71 Table 4.15 The relationship between organic tea quantity and consumer's occupation .72 vi ABSTRACT Student: Phan Thi Thu Phuong Thesis title: “A study on consumer behavior toward organic tea in Long Bien district, Ha Noi city” Major: Agricultural Economics Educational Organization: Vietnam National University of Agriculture (VNUA) Research Objectives: On the basis of research on organic tea consuming behavior of consumers in Long Bien, Hanoi, thesis provides solutions for the market development of organic tea production Materials and Methods - Methods of data collection: two methods of collecting primary data and secondary data collection Primary data was collected through questionnaires While secondary data were collected through scientific research published previously, the report of the study area - Data analysis method: using descriptive statistical method, compachè an toànive method to reflect the status of consumer and consumer behavior in the local toward organic tea to in Long Bien district, Hanoi Main findings and conclusions * Status of organic tea consumption: + Organic tea consumption level per capita in Long Bien district Through the survey found that, typically tea consumption per capita is 0.39 kg/ month longer organic tea consumption per capita is 0.17kg/month Organic tea consumption per capita income: consumption of organic tea and personal average monthly income tends to move in the same direction: the income increases, the consumption of tea has also increased the average and vice versa + Where to buy organic tea in the district are still few, mainly sold in supermarkets + Understanding of consumers for organic tea is low, they can not distinguish between organic tea and normal tea * Consumer behavior toward organic tea vii Consumers known organic tea from many different sources, but mainly through introduction of friends and relatives, take 73.33% Reasons for choosing organic tea consumer: Most consumers buy organic tea because of advantages of using organic tea (91%) Factors to consider when buying organic tea: Most consumers concerned about high-relibable place (37%) and product certified as organic tea (35%) Consumer understanding of organic tea: Most consumers not clearly know about the standards of organic tea The level of consumer interest in the elements before you buy organic tea: the factors consumers consider when choosing organic tea consumption is: selling place having high reliability, product clearly stated where produce, tea certified as organic tea, shop nearing where live and work, place selling tea clean decorated, the shop offers multi types of tea and finally the price of the interest in organic tea * Factors affecting consumer behavior of people organic tea in Long Bien: average income, types of tea organic, place to buy tea, age and occupation of the consumer also affects consumer behavior toward organic tea of people in Long Bien district From these results provide some production-supply solutions to meet the needs and behavior of consumers for Long Bien district residents: (1) Building distribution organic tea system in the district by arranging organic tea selling place in all wards; (2) Raising awareness of consumers about organic tea; (3) Building trust of consumers for organic tea products viii CHAPTER 1: INTRODUCTION 1.1 Rationale of the study In recent years, Vietnam economy has grown significantly, Vietnamese people have also earned higher income, especially, urban areas Therefore, the behavior of urban consumers has been changed daily leading to the trend of reducing inferior product consumption Tea is used as a type of a familiar drink of almost Vietnamese Drinking tea is also traditional culture of Vietnamese Moreover, tea leaves contain many antioxidants substances which are good for health such as preventing cancer, reducing stress, decreasing cholesterol, improving brain capacity, supporting for heart activities, etc That’s why tea is not only as a traditional beverage but also as a healthy product Presently, the demand for tea is increasing regarding the rise of population and income In case, organic tea is the best choice to ensure human health Nowadays, to maximize profit, many factories discharged directly waste into the environment without treatment leading to soil, water and air pollution Especially, this affects strongly on agricultural production tea, fruit, tea is produce without ensuring quality, food organicty requirements Nowadays, to maximize profit, many factories added too many chemicals, aromatherapy, preservatives into tea Specially, pesticide residue in tea is too high which lead to poisoning Our country currently has 90 million people but domestic consumption only reaches 30,000 tons of tea per year, with average 300gr / person / year, that means among of domestic tea consumption is about 25-30 thousand tons / year Average domestic tea price is 110-220,000 VND / kg (equivalent to 5-10 USD / kg) We are trying to expand the foreign market but leaving the domestic market for foreign companies (according to the Vietnam Tea Association) According to the opinions of the majority of tea producers and experts, the difficulty in consuming organic tea is one of the biggest concern, it effects significantly to the development of organic tea production Many organic tea producing establishments such as Organic Tea Cooperative Nguyen Viet (Thai Nguyen), Son Thanh Organic Tea Cooperative (Thai Nguyen) are facing the risk of can not consuming products, or have to sell the product with low price (equivalent to regular tea) Thereby, it can be recognized that the majority of consumers still not really care about organic tea Fresh tea leave is rich in vitamins, especially vitamin C, which has good antiinflammatory properties The acrid of tea is caused by polyphenol which has antioxidant effect, antibacterial and non-toxic Especially, Epi Gallo Catechin Galat which is found in tea leaf is a very strong antioxidant “A Study on Consumer Behavior Toward Organic Tea in Long Bien District, Ha Noi City" helps identifing consumption behavior of organic tea in Long Bien, Hanoi Base on that, we have indicated some solutions to develop organic tea consumption market in Long Bien, Hanoi 1.2 Objectives of the study 1.2.1 General objective Based on the study about organic tea consumption behavior of consumer living in central of Hanoi, this study will point out several solutions to develop the production of organic tea 1.2.2 Specific objectives - To systemize the theoretical base and empirical base about organic tea, organic - tea consumption behavior To assess the organic tea consumption situation of people who live in Long Bien - district To analyze organic c tea consumption behavior and determine the factors affect - organic tea consumption of Hanoi consumers To recommend several solutions for organic tea producers, help them complete their production process and quality to meet the consumer demand 1.3 Subject and scope of study 1.3.1 Subjects of study - Theoretical and empirical issue about consumption behavior + Subject: selling places to be able to provide timely products to meet the need of market demand Table 4.13 The consumption of organic tea by age Organic tea quantity consumption (kg/person/month) 12 0.12 19 0.17 16 0.2 13 0.18 Source: Aggregrated survey data (2017) Quantity of person (person) Age 20 - 29 30 - 39 40 - 49 Over 50 4.3.2.2 The consumer income In order to consume a certain kind of product, not only the elements of interest, the demand, consumers must have income to buy products so as to meet their demand Under the theory of consumer behavior, as incomes rise, consumption of conventional goods tends to decrease, increasing consumption of luxury goods However, organic tea is a substitute product so that the income elasticity is not as great as many other goods At different levels of income, the amount of organic tea consumed is different, the higher the average income is, the higher quantity consumption of organic tea is It can be seen that consumers in Long Bien district with income of 7-12 million VND are using relatively high quantity of organic tea, from 0.17 to 0.2 kg/person/month, at least 41% higher than those with having income lower than million Table 4.14 The change in consumption of organic tea by income Average organic tea per person per month (kg/person/month) 0.12 0.17 0.2 0.18 Source: Aggregated survey data (2017) Criteria Number of person (person) Under million – million – 10 million 10 – 12 million 12 19 16 13 71 4.3.2.3 The cccupation of consumers Occupation of consumers affect the quantity of organic tea consumption Occupation impact consumer behavior organic tea through income, consumer characteristics Workers and office staffs are two groups of consumers who use many organic tea because of their job characteristics, they often drink tea while sitting at workplace or taking a break However, the occupation is not a determinant factor of the amount consumption of organic tea, it is the consciousness of the consumer The demand for organic tea of consumers is influenced by the combination of factors, the level of impact of different factors on the behavior of organic tea consumption in Long Bien district is different Consumption of organic tea products is relatively similar to consumption of other food products and is in line with supply and demand rules, strongly influenced by income In order to provide sufficient quantities of organic tea for consumers, producers and suppliers have to understand the average income of residents, analyze customer group Table 4.15 The relationship between organic tea quantity and consumer's occupation No Occcupation Unskilled workers Civil servants, office workers, civil servants Mid-level managers, small scale business owners High-level managers, large scale business owners Students Number of person (Person) The quantity of organic tea consumed (kg/person/month) 0.13 39 0.19 0.18 0.17 0.12 Source: aggregated survey data (2017) 72 4.4 Raising awareness solution of consumers about organic tea 4.4.1 Establishing organic tea distribution system in the city Building supply chains from manufacturers to supermarkets, organic tea shops throughout the district In the area of the current ward in addition to selling organic tea at the supermarket has large grocery stores selling organic tea in residential areas However, the number of organic tea spots is not good enough, so the local authorities should encourage more grocery stores to sell organic tea in the ward with more categories Shops selling organic tea should be distributed evenly among wards and residential areas in the inner city Arranging organic tea shops which have the organic tea certificates of the authorities at all grocery stores in the ward areas In addition, the government can also call on individuals to build organic tea stalls in the market If the government can build an organic tea system, it will be very convenient for consumers to use organic tea They not have to go too far, implement sophisticated payment methods and still be able to buy organic tea and other products 4.4.2 Raising awareness of consumers about organic tea The fact is that consumers' understanding of organic tea is enhanced, they will be able to find organic, quality tea products But awareness of organic tea consumers in Long Bien district is still poor Thus, the knowledge of organic tea should be widely available to all consumers inside and outside the district Local authorities should delegate officers to training about organic tea for each ward representatives, representatives of the ward can organize their own propaganda - Firstly, in the neighborhood meetings, staff can present their knowledge and - experience to the people Secondly, local authorities can also make leaflets on organic tea and send them to the people 73 With the role of the state, the authorities can open official sites on organic tea, such as VITAS, widely publicized so that people can go to the site and find information The necessary information on organic tea such as production process, organic tea evaluation criteria, organic tea distribution system can help consumers easily find In addition, more television programs on organic tea are being added for facilitate access to information for consumers For organizations that supply organic tea, it is necessary to build organic tea labels From there, organizations and enterprises have measures to propagate and promote their trademarks to consumers Consequently, consumers will also have access to a certain amount of information and knowledge about tea organicty With organic tea consumers have to consciously learn about organic tea to be able to distinguish normal tea and organic tea, avoid buying the wrong tea often and also so that they can protect themselves and their families 4.4.3 Building consumer confidence in organic tea product In order to build consumer confidence in local tea products, it is necessary to develop a number of solutions: Firstly, the establishment of large-scale organic tea production models in order to meet the market demand for organic tea and to enable people to directly visit the production models, thereby building the trust about organic tea products Secondly, the local government must build a reliable staff of quality tea, and work in the market center Organic tea must be tested before being sold in the morning Supermarkets, organic tea shops must have organic tea certificates and administrative procedures in accordance with the law Thirdly, enterprises and organizations that provide organic tea in the market should build a brand for their organic tea products Brand as a guarantee for organic tea products of enterprises, organizations At the same time, the brand is also a factor to increase the trust of consumers for enterprises, organizations supply tea organicly In addition, consumers' understanding of organic tea also contributes a large part to building their trust in organic tea products Consumers who are knowledgeable about organic tea can more or less distinguish organic tea from other types of tea 74 Thus, with the shops, supermarkets selling organic tea to ensure the right quality will also gain the trust of consumers 75 CHAPTER V: CONCLUSION AND RECOMMENDATION 5.1 Conclusion (1) Organic Tea Consumer Behavior is a process that allows an individual or group of people to choose, purchase, use or remove a product/service This process includes thoughts, feelings, attitudes and activities that include the procurement, use, and handling of people in the procurement and consumption process Consumption behavior is dynamic and interactive because it is influenced by factors from the outside world and has a return to the environment Consumer psychology: Include needs, tastes, habits, excitement and traditional consumption, consumer psychology express quality, standard of living, lifestyle Consumption behavior of organic tea in Long Bien district follows some models of consumption behavior and psychological rules of consumers Analysis of consumer behavior can help suppliers supply enough quantity of organic tea for demand of consumers Consumption quantity of organic tea depends on many factors such as income, age, family size, convenience of consumption, type of product The level of influence of factors on consumer behavior is different (2) The situation of organic tea consumption in Long Bien is: In the area of Long Bien district, organic tea is mainly sold at supermarkets Consumers find it difficult to distinguish between regular tea and organic tea Most of the organic tea in the Long Bien district is supplied from many sources (domestic and foreign) The average quantity of consumption of tea in Long Bien district is 0.17 kg/person/month The system of organic tea supply in Long Bien district is now quite developed However, the position of some organic tea shops is not suitable yet, not convenient for consumers Information about organic tea is still unclear Consumers are not easy to distinguish between organic tea and regular tea so that the trust of consumers in tea is still limited 76 The price of organic tea is higher than the price of tea is relatively high Prices fluctuate depending on the type of tea is organic, seasonal but often organic tea is two to four times higher than the regular tea (3) Consumption of organic tea and factors affecting organic tea consumption behavior are: The subject of the study is the tea consumer Consumers aged 30- 50 account for a high proportion These consumers are quite advanced Up to 90% people have college/university and postgraduate degrees Up to 87.7% of consumers surveyed are managers, public servants and office staffs Only 13.3% of them are unskilled workers and workers Consumers have many channels to know about organic tea products Through the survey we see, 25% of consumers know about organic tea products via TV, radio; 73% of consumers know about organic tea products through friends and relatives; 27% of consumers know about organic tea over the internet Consumers choose to buy organic tea has many reasons in it: 91% of respondents said that the product was organic, 6% of consumers think that good products are recommended, 3% selecting due to personal preference The customer's concern for organic tea in vary degrees Before making a decision to buy organic tea consumers are interested in many factors: up to 27% of consumers are concerned about the source of organic tea clear origin 37% of consumers are concerned about the reliability, 35% of consumers are concerned about the tea component with organic tea certified, 25% used and felt good and 10% of consumers rely on tea selling place Consumers are not concerned about the packaging design and less attention to the price factor of the product Up to 53.3% of the consumers surveyed did not know about the organic tea standard, 42% of consumers know about organic tea standards, only 5% of consumers not care about this issue The price of organic tea is higher than the price of regular tea from 75 to 110% Although tea prices are higher than normal tea, consumers still accept payment to 77 be consumed products This is a very favorable condition for producers to invest in organic tea production Evaluation of consumer organic tea price: 52% of consumers said that the price of organic tea is reasonable, 43% of consumers think that organic tea is expensive The quality of organic tea is a factor that consumers are very interested in Through research shows, 41% of consumers rated organic tea products as organic to meet the organic tea standards, more than 38% of the reviews of organic tea quality is not much different than regular tea, evenly, 17% said that organic tea does not really guarantee organic tea conditions and standards About the organic-tea selling location, 67% of consumers rated organic tea places as reasonable, convenient and reasonable Only 25% of consumers rated organic tea places as too far away and unreasonable These facts has shown that the number of shops, supermarkets and other organic-tea selling locations have been growing to meet the demand of people However, we still need to develop a system of organictea supplying chain to serve the needs of consumers Subjective factors affecting organic-tea consumers’ behavior include: Age: Consumers that regularly use organic tea, are in the age of 30 to 50 year-old Consumers in this age group are those with relatively high incomes (7-12 million / month) who start to care more about health problem Before they spend money purchasing a product they will study very carefully Consequently, suppliers should pay attention to these criteria in order to have better solutions for increasing organic-tea consumption The higher income consumers earn, the greater they spend on organic-tea products The target groups are working as middle-level managers who have a higher level of consumption of tea than those of other occupational groups Consequently, tea suppliers need to be aware of those who have this characteristics in order to tailored to the tastes of such consumers (4) Solutions for production units are: - Building a organic tea distribution system in the city - Raise awareness of consumers about organic tea 78 - Build consumers’ trust in organic tea products 79 5.2 Recommendation City should has supported policies for development of organic tea production, planning organic tea production in the neighborhood based on closed production chain Need to create a link from organic tea producers to supermarkets, shops, organic tea spots and state management agencies Producers should strictly follow the technical process, quality assurance of tea production Do not over-use of pesticides, chemical fertilizers Establish production co-operatives that can support each other in production techniques and assist one another in the output of organic tea products and, more importantly, create a geographical indication for their products Distributors who promote organic tea products for consumers should labele and clarificate of origin the product Saving on intermediate costs will reduce the cost of organic tea product Especially, expanding distribution channels, open more shops in the whole district to meet the demands of consumers For state agencies: To enforce the promulgated documents and policies on the organic tea area construction and geographical indications for organic tea products There are appropriate measures to deal with violations to reduce the phenomenon of tea is not produced properly process is sold under the label of tea organic Branding for organic tea; Build consumer confidence on organic tea Developing organic tea production models so that consumers can directly visit, learn about organic tea production process so that they better understand the organic tea standard Registration of geographical indications for organic tea products in areas planned to produce organic tea to help production areas protect the brand and create trust with consumers Dealing with violations of regulations on organic tea production and supply, creating a competitive environment for products Helping consumers distinguish between regular tea and organic tea and choosing good clean products for the health of the community 80 QUESTIONNAIRE COLLECTING INFORMATION FOR SITUATION OF CONSUMPTION AND DEMAND OF ORGANIC TEA IN LONG BIEN DISTRICT, HANOI I General information Ward: Full name: Phone number: Gender:  Male  Female Age:  20-29  30-39  40-49  50-59 Job:  Common labor  Senior staff or manager, large business owner  Worker, technician, officer  Intermediate staff or small business  Student  Others: owner Specific:…………………… Level of education:  Lower-secondary  Tertiary/University  Secondary  Graduate Average income per month:  From 5-7 million VND  From 10-12 million VND  From 7-10 million VND  Over 12 million VND II Consumers' awareness of organic tea Select only one option except for multiple choice questions Questions can be selected multiple answers will have specific note Have you ever heard of organic tea?  Yes (continue answering the following)  No Do you use organic tea?  Yes (continue answering the following)  No * If yes, when did you start using organic tea? 81 * If not, please tell why? Why not you use organic tea (can choose more than one reason)?  Unknown shop that sells organic  Price of organic tea is too expensive tea compared to normal tea  There are no shops near your  Others: Specific: home /office to buy organic tea  Not trust too much in the quality of organic tea Do you think using organic tea is important or not?  Important  Not important If important, please explain?  Good for health  Others Specific:………………………………  This is a new consumer trend How you feel about the effects of unorganic tea?  Serious effects on current health  Affects health later  No effect Do you know about articles and information about the production and consumption of organic tea?  Yes  No Do you feel that the quality of organic tea is better than that of normal tea?  Yes  No How you differentiate between organic tea and normal tea? (Can choose more than one reason)  Based on the certificate of producing and  Look at the name, brand trading in organic tea presented by the  Others Specific:……………………… supplier  Testing through actual consumption Do you trust the products labeled as organic tea  Trust  Only believe in clean tea products  Only believe in clean tea products sold in familiar stores  Absolutely not trust sold in reputable supermarkets III Habit and behavior of consumption Please tell us how often you use organic tea  Daily  Several times a month  Several times a week  Very rarely 82 Average amount and price of organic tea you consumes currently Organic tea Total tea consumption Average price Average price consumption (kg/month) (VND/kg) (VND/kg) (kg/month) The type of tea you usually use Order Type of tea Consumption level Daily Several times a week Several times a month Places where to buy often Supermarkets Storefronts At the places of production Total monthly expenditure (monthly average): .VND When using organic tea, which are criterions you often pay attention to and level of interest of each criterion? (Tick the box that you feel suitable) Not Less Very The top Criterions Interest interest interest interest interest Attractive packaging Price Explicit production place The place of sale has high trust Tea has been used and felt well Tea has certificate of organic tea Stores selling organic products are clean Stores close to where you live, work Variety of types Place selling tea is near other places to buy food 83 IV Ability of access to clean tea From which are channels of information you know about organic tea?  Through advertising/information on  Find out by self  Others television, radio , newspapers  Through advertising/information on the Specific:…………………… internet  Recommended by friends and relatives Where you often buy organic tea?  Large supermarkets  Spontaneous markets  Small and medium supermarkets in the  Home delivery  Peddler neighborhood  Grocery stores  Others Specific:………………………  Stalls in the market Which places often near the stores you buy organic tea?  Your home  On way home  Your office  Others Specific:………………………… Why did you choose that place to buy?  Convenient  Reliable  Reasonable price  Others Specific:………………………… Does your place where you live have any facilities of organic tea?  Yes  No Which main way of buying organic tea you use?  Get to the store/supermarket to buy  Buy online and organic tea supplier  Make a call and organic tea supplier delivers to your home/office  Others delivers to your home/office Specific:………………………… Which are the barriers to your current use of organic tea? 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(2) How is the situation of organic tea consumption in central of Hanoi? (3) What factors affect the consumption behavior of organic tea