Objective Consumer perception and preferences of Hakka fried green tea was analyzed based on surveys conducted by e-commerce platforms to facilitate product marketing and promotion for the industry.

Method The survey data obtained by Taobao, JD.com, and Pinduoduo were cleaned prior to analyses of word frequency statistics, text mining, consumer sentiment, and semantic network to unveil the purchase preferences and concerns of Hakka fried green tea customers.

Result Basically, consumers evaluated tea focusing largely on the sensory quality, i.e., taste, flavor, and aroma, of a product. Other considerations on factors such as packaging and logistics might also affect a consumer’s purchase decision and repeated patronization, and cultural connections, such as place of origin, appeared to give a product competitive edge by affiliation. The analysis of consumer sentiment on Hakka fried green tea showed 79.88% positive, 12.80% neutral, and 7.32% negative responses. Most negative reactions were related to the bitter taste of the tea and dissatisfied customer service.

Conclusion By and large, Hakka fried green tea received positive consumer evaluation by the online surveys. Product quality, cost-benefit, customer services, and emotional attachment were the core concerns expressed by the responders. Regardless, issues of defective quality and undesirable services must be timely and adequately addressed by the vendors to avoid deteriorating sales. Interestingly, infusing cultural identity to the product seemed a simple approach for the industry to foster consumer affection and improve marketing and sales.