Author/Authors :
DEVECİ, F. Görgün Atatürk Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÖZBEY, Erdal Atatürk Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , EİVAZZADEH, Sanam Atatürk Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÜNAL, Sevtap Atatürk Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey
Title Of Article :
POSITIONING OF THE DOMESTIC AND FOREIGN TEA BRANDS IN THE TURKISH MARKET
Abstract :
Turkey is one of the predominant countries in tea production due to its geographical and climatic characteristics. In Turkey, where 240 thousand tons of tea are produced annually as of 2014, the tea consumption per capita is approximately 3 kgs. There is a significant competition among the domestic and foreign brands in Turkey, which ranks among the first five countries in terms of tea production and consumption. This study aims to determine the position of 6 different domestic and foreign tea brands active in Turkey for consumers. Brand image and brand personality variables were used to determine the current position of the tea brands. The study was carried out in the Central District of Erzurum and the positions of the brands on perception maps were identified with the help of Multidimensional Scaling Analysis.
NaturalLanguageKeyword :
Brand Image , Brand Personality , Positioning , Multidimensional Scaling
JournalTitle :
Journal Of Economics and Administrative Sciences, Ataturk University
