Consumer perception of tea brands: An empirical examination

The objective of this study is twofold. First, the author wants to use taste tests to assess how four brands of tea are differently positioned in terms of perceived brand equity. Second, the author wants to investigate whether brand equity is determined by current brand loyalty towards these brands.

A total of 120 consumers were involved in a repeated measure design involving two within subject factors a blind and non blind test of four tea brands. Across the objectives, the impact of positioning strategies is discussed.

The non blind taste scores were significantly higher than the blind taste score. This supports the idea that established brands enjoy a favorable level of brand equity and loyalty is necessary to create brand equity.

The present study focuses on the positioning strategies of tea brands keeping in view the perceived brand equity. This can exert an important influence on tea manufacturers.