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Health brought buyers to a natural-ingredient tea; taste kept them, and response-time measures showed taste mattered more than people said
A tea company wanted to know why a competitor's natural-ingredient variant was growing: the health promise, or the taste?
Stated rankings of purchase drivers were taken alongside PrimE response-time measures of the same drivers, among buyers, lapsers and non-triers.
Stated rankings put health first. The implicit read reversed the order: taste was the strong driver nobody stated. Health brought people in; taste kept them. The client's response was built on both halves of the answer.
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- The question
- Do consumers buy a growing natural-ingredient tea for its health benefits or for its taste, and what drives trial and repeat?
- Approach
- Depth interviews, then a central location survey with PrimE response-time association beside stated rankings
- Where
- One metro, India, 2019
De-identified. Names, places and distinguishing details are generalised.
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