Revision reasons of brand identity and logo design process: Snagging group chips products

With this research, the changes in packaging and logos from the times when snack group chips products were first introduced to the market were examined. It is understood that the logos and packages of the snack group chips products are constantly revised in order to keep up with the period. With this research, it is aimed to learn the effect of logo, brand and packaging on consumers' chips preferences. In the research, chips brands Lay's, Doritos, Pringles and Cipso were examined. Logo and packaging revisions of these brands from the past to the present are discussed. However, in order to support the research, it is aimed to support the screening by investigating whether the packaging and logos of snack group chips products affect their purchases in the eyes of consumers. Participants living in the Anatolian Side of Istanbul and older than 18 years old were chosen as the research population. Based on the information obtained, it has been learned that the population of the Anatolian Side of Istanbul is 5.300.000 people. Since the participants over the age of 18 make up the universe, 1,300,000 people have been removed and the number 4,000,000 has been reached, which is the original universe. Simple random sampling method was used to determine the sample. In accordance with the sampling method determined and living in the Anatolian Side of Istanbul, a questionnaire form was delivered to 1,000 people online. When the returned answers were evaluated, it was determined that there were 499 data suitable for the research. For this reason, the sample of the study consists of 499 people. This sample has the power to represent the universe. The questionnaire form to be used in the study consists of 2 parts in total. In the first part, there are 5 questions to measure the personal information of the participants. In the second part of the questionnaire form, there are 9 questions prepared to determine the issues affecting chips preferences. Statements in the second part of the questionnaire form were shaped as a result of interviews with experts in the field. Various charts were created with the data collected within the scope of the research, and based on the graphs, the personal information of the participants and the factors affecting the snack group chips preferences were compared. Frequency and percentage values were used for comparisons. In addition, t-test and Anova test were used to determine the differences between the personal information of the participants and their chips preferences. As a result of the research, it was concluded that logo and packaging are given importance in snack group chips preferences, but it is concluded that the price determines the preferences of the consumers. Key Words: Snack Group, Chips, Brand, Revision, Identity