Focus group discussion and sorting technique for jasmine tea

Abstract

Jasmine tea is one of the most commonly consumed drinks in Thailand. Tea leaves are scented with jasmine flowers of which fragrance is absorbed. Jasmine tea currently available in Thai market is mostly in the form of dried leaf and tea bags, and a few are in the form of commercial PET bottle. The objectives of this present study were to examine consumer‟s concept of jasmine tea and to identify the attributes which consumers used to differentiate the jasmine tea. Fourteen commercial jasmine tea samples were included in this study. The samples were varied according to country of origin, tea base, and processing method of how jasmine was infused into the tea. A total of 24 tea drinkers were divided into 3 groups to discuss about their perceptions of jasmine tea. Then, jasmine tea samples were served, in random order, to each participant who was instructed to sort the jasmine tea samples according to similarities and differences in sensory characteristics using sorting technique. According to focus group discussion, it was found that the jasmine tea should be light yellow to brown color with sweet scent of jasmine flower, fresh aroma and flavor that led to relax and calm sensation with slightly sweet taste. Results from the sorting technique suggested that the important characteristics that consumers differentiate various jasmine teas were taste and aroma. The findings from this study would be beneficial for development of jasmine tea drinks for various consumer preferences