CONSUMER BEHAVIOUR TOWARDS GREEN TEA IN ASSAM, INDIA

Green tea is gaining popularity everywhere; and it intrigues the researcher to conduct the study on consumer behaviour on green tea. The study focuses on assessing the factors that affect consumer behaviour towards green tea in Dibrugarh town. A total of 55 respondents have been collected on purposive sampling technique. Reliability analysis and Principal Component Analysis (PCA) technique have been adopted for the purpose of the study.