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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: Determining Beverage Preferences of Young Consumers with Laddering Technique
Author(s): Ayça Kangal Demir, Bilal Yalçın
Volume: 7
Number: 1
Year: 2016
Page: 139-160
ISSN: 1309-2448
DOI Number: 10.20409/berj.2016116809
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.
Keywords: Laddering Technique, Means – End Chain, Soft Drink Consumption, Qualitative Research, Young Consumers
JEL Classification: M30, M31

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