MARKETING TEA IN THE MIDDLE EAST

Abstract

Tea, as a beverage, is drunk by more than half of the worlds population. In some countries, tea, if not the most favorite drink, is the second most favorite drink after water. Consumers of tea have their own preferences as to the quality of the tea they drink. In certain tea consuming nations, regardless of price consumers buy the tea that they prefer. In Iran consumers pay twice or thrice as much to buy the tea they prefer. Hence, it is important to provide the quality of tea that each segment of the market requires rather than the tea that is produced locally or the tea that is priced lower than others.