Exploitation of Subjective Knowledge as a Basis for Segmentation and Marketing Approach in the Japanese Pot-Brewed Green Tea Market

This study explores consumer segmentation based on subjective knowledge within the structurally shifting pot-brewed green tea market. A web-based survey of 594 consumers was analyzed using latent class and text analysis, identifying three distinct segments. Findings suggest that knowledge-based segmentation enables targeted marketing strategies to differentiate pot-brewed green tea from bottled alternatives. To counter bottled tea’s dominance, marketers should prioritize consumer education on brewing methods and food pairings for less knowledgeable groups. Furthermore, emphasizing health benefits and single-origin concepts can enhance perceived value, positioning pot-brewed green tea as a unique, high-value product.