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In this study, it was aimed to determine the level of response to tag lines which are developed for the products presented in the market by fruit juice firms and intended to pursue the fruit juice consumption. Original data from households obtained with face-to-face interview method was evaluated via “SPSS 13.0”. In the research, ChiSquare Analysis Technique was used to determine the level of response to tag lines which are developed for the products presented in the market by fruit juice firms and M. Atalay Oral – A. Ş. Akay – M. G. Akpinar – M. Gul 8/1 (2016) 308-322 Isletme Arastirmalari Dergisi Journal of Business Research-Turk 309 intended to pursue the fruit juice consumption. According to Chi-Square results, there is a statistically significant relationship between the consumers’ fruit juice consumption and “Strong muscles with Fruit Juice!” “More fruit less stress!” and “Drink Fruit Juice, Stay Young!” tag lines in %5 (p=0.05) significance level. In this situation, it is possible to reach a conclusion that the tag lines which are developed to promote the fruit juice consumption will have positive effect on the consumption.

i̇şletme araştırmaları dergisi

Meyve Suyu Tüketimini Teşvik Etmeye Yönelik Sloganlardan Tüketicilerin Etkilenme Düzeylerinin Belirlenmesi: Antalya İli Örneği (Determining The Consumers Level Of Response To Tag Lines Developed To Promote Fruit Juice Consumption: Antalya Province Sample)