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Determining Beverage Preferences of Young Consumers with Laddering Technique

Author

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  • Demir, Ayça Kangal

    (Akdeniz University)

  • Yalçın, Bilal

    (Gumushane University)

Abstract

The aim of the study is to present an application of laddering technique which is commonly used in consumer behavior studies although rarely used in Turkish literature. With this aim determining the means – end chain of young consumers soft drink consumption and creating the hierarchical value map for them will be issued. Scientific values regarding soft drink consumption and related variables, young consumers soft drink consumption habits and, young consumers given value to soft drink consumption will be disscussed. Soft drink consumption, related variables about soft drink consumption, laddering technique, , and this application will be discussed. Findings of this study is matched with the relevant literature. As a result of this study happiness, to be able to belong to a group, achievement, relaxiation is seen among young consumers.

Suggested Citation

  • Demir, Ayça Kangal & Yalçın, Bilal, 2016. "Determining Beverage Preferences of Young Consumers with Laddering Technique," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 7(1), pages 139-160, January.
    • Handle: RePEc:ris:buecrj:0218
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    More about this item

    Keywords

    Laddering Technique; Means – End Chain; Soft Drink Consumption; Qualitative Research; Young Consumers;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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