Study on Visual Identity Elements Used in the Coffee Market in the Digital Age

Adriana Tulbure () and Nicoleta Andreea Neacsu ()
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Adriana Tulbure: “Transilvania” University of Brasov, Faculty of Economic Sciences and Business Administration, Romania
Nicoleta Andreea Neacsu: “Transilvania” University of Brasov, Faculty of Economic Sciences and Business Administration, Romania

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 1, 829-837

Abstract: Historical visual identity features have been used primarily in the physical environment. Its application in the virtual world has become essential due to digitalization and digital marketing development. The Romanian coffee market is characterized by several elements, such as preferences for specific varieties of coffee, consumption patterns, and coffee's cultural significance. The authors conducted quantitative marketing research to ascertain consumer perceptions, views, and attitudes regarding the visual identity components employed by businesses in the Romanian coffee market in offline and online environments. The research's findings showed that most respondents consume coffee, with a sizable portion doing so several times daily. Investing in visual identity components may make coffee brands stand out, draw in new customers and keep existing ones. The brand is significant when deciding which coffee to drink, with quality and cost also important considerations.

Keywords: marketing strategies; design; packaging; coffee market; visual identity (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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