TÜRKİYE PAZARINDAKİ YERLİ VE YABANCI ÇAY MARKALARININ KONUMLANDIRILMASI

Türkiye sahip olduğu coğrafik ve iklimsel özellikler dolayısıyla çay üretiminde söz sahibi ülkelerden birisidir. 2014 yılı itibariyle yıllık yaklaşık 240 bin ton çayın üretildiği Türkiye'de kişi başı çay tüketimi ise yaklaşık 3 kg'dır. Çay üretimi ve tüketimi açısından dünya genelinde yapılan sıralamalar içerisinde ilk beş ülke içerisinde yer alan Türkiye'de yerli ve yabancı markalar arasında ciddi bir rekabet söz konusudur. Bu çalışmada Türkiye pazarında faaliyet gösteren yerli ve yabancı 6 farklı çay markasının tüketici bakış açısıyla konumu belirlenmeye çalışılmıştır. Çay markalarının mevcut konumlarını belirleyebilmek amacıyla marka imajı ve marka kişiliği değişkenleri kullanılmıştır. Çalışma Erzurum Merkez ilçede gerçekleştirilmiş olup, Çok Boyutlu Ölçekleme Analizi yardımıyla markaların algılama haritalarındaki konumları belirlenmiştir

POSITIONING OF THE DOMESTIC AND FOREIGN TEA BRANDS IN THE TURKISH MARKET

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

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