GOAL: to study the tea drinkers' existing preferences, their attitudes towards various tea brands and discover the underlying reasons for those attitudes, as well as the consumers' motives and needs.

TARGETS:
1. Analyze the tea market capacity.
2. Analyze the price policy and assortment policy of the key tea market players; analyze the rating of various brands and manufacturers on the market .
3. Analyze any peculiarities in the behavior of tea consumers; reasons for choosing certain brands; degree of loyalty to certain tea selections; volume and frequency of one-time sales and places of purchase.
4. Discover how representatives of various socio-demographic groups view the relative importance of various tea product characteristics.
5. Segment the market. Describe the psychographic and socio-demographic profile of various market segments.
6. Study the life values of representatives in different market segments; discover the life style of various target audiences, their habits and their free time allocation .
7. Uncover the hierarchy of valuable traits that consumers expect in a given product. Graph psychographic and socio-demographic profiles of loyal customers for 10 key market players.

METHODOLOGY:
To meet the targets above, it is proposed to carry out quantitative researched complemented by qualitative studies:
1. A marketing audit.
2. Consumer surveys.
3. Specific target groups (using modified psychological techniques to uncover the deep underlying reasons for consumer motivation).