Study of marketing plan in herbal and fruit infusions industry

This research was planned and performed in order to determinepurchasing and consumption trends, and investigate consumer behaviors ingradually growing herbal and fruit tea market in Turkey. In this study, thereare market segmentation, market targeting, product positioning and strategicmarketing suggestions for Doğadan brand that operates in the market.In line with the purpose of the study, as a data collection method, aquestionnaire survey is carried out on consumers. The survey conducted inAnkara. Data collected from 444 respondents is carried out via SPSS 9.0package.As results of research, findings about factors that influence consumerprofiles and purchasing behaviors were obtained. One of the findings,related with 3 hypothesis tested in this study indicates that, women useherbal and fruit teas more than men. Another finding implies that, consumerswho use Doğadan brand are less loyal to their brand. In addition as incomelevel increase, number of products purchased in each shopping increases.In conclusion, by the help of this research, consumer behaviors wereinvestigated and in the light of the findings and market data, strategicmarketing suggestions are made for the brand, Doğadan.