BRAND NAME

Brand Name Effect the Perception about Quality

Brand name effect the perception about quality

A study on coffee and tea brand names and their perceived quality

Introduction

Tea in UK

According to Tea Council (ww.tea.co.uk), approximately British drink 165 million cups daily or 60.2 billion cups of tea per year. It is way beyond the number of 70 million cups of coffee drunk in the nation. 98 percent of tea is consumed in Tea bags in Britain. Recent research has shown that drinking tea is healthy and helps strengthen the body against heart disease. Coffee expenditure in Britain was GBP 730 million last year. While the in-home coffee market is worth GBP 831, coffee manufacturers need to put more effort in penetrating the market and taking over the market share from tea. Coffee consumption is on a decline and with the association of high caffeine quantities with coffee, it is consider by some as unhealthy. Coffee manufacturers will need to develop some healthier product lines and increase their marketing expenditures in Europe to develop more business (Wardle and Solomons, 1994, p. 180; Ares, Gimenez, and Deliza, 2009, p. 365).

Our area of research revolves around the fact that consumption of coffee in UK is very less as compared to tea. Tea which was not in vogue in UK has 98%of hot beverages market in Europe by value and coffee is struggling to improve its market share yet exceed it. UK has developed a taste of Tea and it has become a part of life for every person. Previously, Tea was only considered for the rich while the poor were denied access to it. Now it is available in abundance and the coffee needs to develop more understanding of the market, utilize channels of marketing and develop targeted products to rejuvenate the coffee market. Our research will provide first hand perception of quality associated with brand names of coffee and tea. The analysis of tea and coffee brand perception on quality will be a new topic to explore.

We can define that brand as "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."(American Marketing Association Dictionary, 2011). A good brand name is perceived to provide good quality. People buying the product first time decide a product to buy on the basis of the brand name perception. Brand names provide additional message to customer about the quality of their product. Smart marketers strategically build-up the reputation about the quality of the product with a brand name and take care not to let customers exceed their expectations about the product to avoid disappointment. Actual purchasing behaviour especially brand loyalty is strongly related to quality perception (Jacoby, 1971); the researchers find quality perception an interesting area of study (Olson & Jacoby, 1972). In order to study perception, the signals which prompt the decision of the consumers need to be studied. Research indicates that product itself gives several signals which speak to the consumer about ...