Brand loyalty in the tea market

Abstract

The problems brands of different product categories go through, to obtain and try to maintain brand loyalty, are defined. Then the dissertation specifically studies a brand, "Tetley" tea, and investigates the internal and external influences of consumer behaviour and Tetley's brand loyalty. A study was conducted for this purpose to see whether this product has any loyal consumers. This is important for the company who imports Tetley tea since they have stopped importing Tetley square teabags and have now introduced in Malta the innovative Tetley Round Teabags, the innovation being, as the name implies, that these teabags are round. The results of the study helped to build a profile of Tetley's loyal consumers. This profile is essential for the company to create advertising strategies and messages aimed at both the loyal consumers and the brand switchers.