A BINARY ANALYSIS OF FACTORS INFLUENCING CONSUMERS’ PREFERENCE BETWEEN RAW AND MIXED MONSONIA BURKEANA (SPECIAL TEA) IN THE CAPRICORN DISTRICT MUNICIPALITY

Abstract

This paper assessed the consumer preference between raw and mixed Special tea as well as the factors influencing consumer preference. A snowball sampling approach was used to select 225 respondents from the Capricorn District Municipality. Descriptive statistics and the Binary logistic model were used to analyse the collected data. The results show that most of the consumers are not willing to pay for an already prepared Special tea (69.3%). Most of the consumers preferred raw Special tea (51%) over mixed Special tea (49%). The binary logistic regression results revealed that willingness to pay for raw and mixed Special tea, accessibility of special tea, level of satisfaction in using the tea for health reasons and access to medicinal plants market were found to influence consumer preference. The study recommends the importance of having access to special tea either through established markets or protected areas for harvesting.