The Role of Branding for Success in the Georgian Tea Market

Authors: Maia Seturi, Tamari Todua

Abstract:

Economic growth is seen as the increase in the production capacity of a country. It enables a country to produce more and more material wealth and social benefits. Today, the success of any product on the market is closely related to the issue of branding. The brand is a source of information for a user/consumer, which helps to simplify the choice of goods and reduce consumer risk. The paper studies the role of branding in order to promote Georgian tea brands. The main focus of the research is directed to consumer attitudes regarding Georgian tea brands. The methodology of the paper is based on marketing research. The findings study revealed that the majority of consumers prefer foreign tea brands. The final part of the article presents the main recommendations.

Keywords: Marketing research, customer behavior, brand, successful brand.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.3455675

References:

[1] N. Todua, B. D. Mghebrishvili. (2018). Legal Fundamentals of Food Safety Provisions in Georgia. Available from: https:/ /www.researchgate.net/publication/328149960_Legal_Fundamentals_of_Food_Safety_Provisions_in_Georgia (accessed May 05 2019). pp. 9-10
[2] Doborjginidze S., Tea Production Development Directions in Georgia, Tbilisi, 2008
[3] Tea production in Georgia: Value Chain Analysis. ENPARD - European Neighborhood Program for Agriculture and Rural Development. The European Union for Georgia-Promote of agriculture. ISET Research Institute. December, 2015, Georgia, Tbilisi.http://enpard.ge/ge/wp-content/uploads/2015/05/TeaValueChainAnalysis_GEO.pdf, p.12
[4] Useful, elite tea history - what European users requesting? Europe for Georgia. Agriculture. 04 March 2017. http://eugeorgia.info /en/article/574/sasargeblo-elitaruli-chai-istoriit---ras-itxoven-evropeli-momxmareblebi-/
[5] National Statistics Office of Georgia. Statistical publication. Agriculture of Georgia. Tbilisi, 2018, p.66
[6] Doyle P., Stern P. (2007). Marketing Management and Strategy. Piter, Sankt Peterburg, 4th edition, (translate in Russion), pp.216-223
[7] Maia Seturi, (2017). Brand Awareness and Success in The Market, Economy & Business, Journal of International Scientific Publications, ISSN1314-7242, Volume 11, September 2017, (PDF) Brand Awareness and Success in The Market. Available from: https:// www.researchgate.net/publication/325675041_Brand_Awareness_And_Success_In_The_Market (accessed May 28 2019).pp. 424-432
[8] Maia Seturi, (2009), Marketing Management (Lecture course), Part I, Edition: 147 pages Publisher: Universal ISBN 978-9941-12-631-4. Available from: https://www.researchgate.net/publication/ 326723017_ Marketing_Management_Lecture_course_Part_I_Edition_147_pages_Publisher_Universal_ISBN_978-9941-12-631-4 (accessed May 06 2019). p.26
[9] Armstrong G., Kotler P. Basics of marketing, 7th ed. ISBN 0131424106. Authorized translation from the English-language.The Georgian edition was published by Georgian Marketing Association. 2006, pp. 493-495
[10] Agriculture Project Management Agency. Georgian Tea Plantation Rehabilitation Program. http://apma.ge/projects/read/project_scope/ 12:parent
[11] Marina Chavleishvili, Assessment of Investment Programs in Agriculture in Georgia, Conference: World Academy of Science, engineering and Technology, International Conference on Business, Economics and Management At: Paris, France, May 2016, pp.1-4
[12] News agency „Sputnik “. Georgian tea: history and reality. Interview with Tea Producers Association President Svanidze T. https://sputnik-georgia.com/economy/20171203/238408019/qarTuli-Cai-istoria-da-realoba.html