Young Consumer’s Perception of Brand Personality for Ice Tea Brands in Turkey

Seda Yildirim ()

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 4, 270-284

Abstract: Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In this context, it is aimed to determine university students’ perception of brand personality for ice tea brands in Turkey. As being alternative and healthy drink, ice tea market is growing greatly. Global and national brands competes with each other and try to get large proportion of the market. The survey method was used to collect data from university students and then these data was analysed in SPSS 16. Accordingly, results of frequency, mean, chi- square and correlation analyses were concluded. This study determined the brand personality perception of young consumers and Lipton ice tea, Fuse tea and Didi which are the top ice tea brands in Turkey, were evaluated for brand personality. Also this study provides some useful information about drinking ice tea and buying behaviour of ice tea.

Keywords: Brand; brand personality; ice tea market; consumer behaviour; young consumer (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:4:y:2014:i:4:p:270-284

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