marketing, marketing research, customer behavior, brand, tea brands, successful brand


The article is devoted to the analysis of the Georgian Tea Brands, as well as the solution of some pressing issues regarding their success in the market. It is impossible without taking into account competitive advantages of foreign tea brands. In the last century, Georgia (South Caucasus) was one of the leading producers of tea in the Soviet Union. Nevertheless, the Georgian tea sector got into a difficult situation after the collapse of the Soviet Union. Since the early 2000s, the Georgian government has been trying to save this sector. Tea production is of great importance for the development of agriculture of Georgia. Revival of this sector can give significant economic and social benefits to rural population, who was actively involved in tea production during the existence of the Soviet Union. Nowadays, some state programs have been launched to stimulate the tea industry. The production of Georgian tea may be promising in the future due to the free trade agreement with the European Union. Today, this field has not lost its significance and still has a great potential for development. At the same time, it is necessary to take into consideration the aspects of the brand management. Product success in the market is closely related to its branding. The brand is intended for identification of goods of one seller or seller group, as well as for differentiation from the competitors' products. Creating an image for a trade mark helps to keep the goods in positioning in the mind of the consumer. Brand is a source of information for the user, which helps to simplify the choice of goods and reduce consumer risk. The brand does not remain unchanged, but it needs to be developed for further success. For the formation of a successful brand, the product has to stand out with the best quality that can be distinguished from other analogues. The main objective of the work is to examine the attitude of consumers to the Georgian tea brands. The goal of the survey is to determine the Georgian customers' attitude towards the Georgian tea brands, to identify weaknesses that prevent the Georgian tea brands from achieving success in the market.


Download data is not yet available.

Author Biographies

Maia Seturi, Ivane Javakhishvili Tbilisi State University

Assistant Professor of Marketing Department, School of Economics and Business

Tamari Todua, Ivane Javakhishvili Tbilisi State University

Master of Business Administration


Agriculture Project Management Agency. Georgian Tea Plantation Rehabilitation Program. Retrieved from

Agriculture’s Scientific-Research Center. Tea grown-fledged plantations Rehabilitation technology and cultivation of new plantations (2015). Retrieved from, p.5.

Armstrong, G., & Kotler, P. (2006). Basics of marketing, 7th ed. ISBN 0131424106. Authorized translation from the English-language. The Georgian edition was published by Georgian Marketing Association, 493-495.

Doborjginidze, S. (2008). Tea Production Development Directions in Georgia, Tbilisi

Doyle, P., & Stern, P. (2007). Marketing Management and Strategy. Piter, Sankt Peterburg, 4-th edition, (translate in Russion), 216-223.

Duedahl-Olesen, L., Navaratnam, M. A., Jewula, J., & Jensen, A. H. (2015). PAH in Some Brands of Tea and Coffee. Polycyclic Aromatic Compounds, 1(35), 74-90.

Dźwigoł, H. (2015a). Business Management. Oxford: Alpha Science International Ltd.

Dźwigoł, H. (2014). Menedżerowie przyszłości a zarządzanie strategiczne. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 70, 93-104. [in Polish].

Dźwigoł, H. (2016). Modelling of restructuring process. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 99, 89-106.

Dźwigoł, H. (2015b). Warsztat badawczy w naukach o zarządzaniu. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 83, 133-142.

Dźwigoł, H. (2018). Współczesne procesy badawcze w naukach o zarządzaniu. Uwarunkowania metodyczne i metodologiczne. Warszawa: Wydawnictwo Naukowe PWN. [in Polish].

Dźwigoł, H. (2015c). Założenia do budowy metodyki badawczej. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 78, 99-116.

Dźwigoł, H. (2013). Zarządzanie przedsiębiorstwem w warunkach XXI wieku. Gliwice: Wydawnictwo Politechniki Śląskiej. [in Polish].

Dzwigol, H., & Dźwigoł-Barosz, M. (2018). Scientific Research Methodology in Management Sciences. Financial and Credit Activity: Problems of Theory and Practice, 2(25), 424-437.

Halligudi, N., Mullaicharam, A. R., & El-Khider, M. A. (2012). Analysis of various brands of tea powder marketed in Oman. International Journal of Nutrition, Pharmacology, Neurological Diseases, 2(2),147-150.

Keller, K. L. (2013). Strategic Brand Management, 4th Edition, ISBN: 978-0-13-266425-7, Published by Pearson Education, Inc., 35.

Korir, W., Wachira, F. N., Wanyoko, J. K., Ngure, R. M., & Khalid, R. (2014). The fortification of tea with sweeteners and milk and its effect on in vitro antioxidant potential of tea product and glutathione levels in an animal model. Food Chemistry, 145-153.

Kotler, P., & Keller, K. L. (2012). Marketing management, 14th ed., publishing as Prentice Hall, 248-252.

Miskiewicz, R. (2017a). Knowledge in the Process of Enterprise Acquisition. Progress in Economic Sciences, 4, 415-432.

Miskiewicz, R. (2017b). Knowledge Transfer in Merger and Acquisition Processes in the Metallurgical Industry. Warsaw: PWN.

Ökten, N. Z., Okan, E. Y., Arslan, Ü., & Güngör, M. Ö. (2018). The effect of brand value on economic growth: A multinational analysis. European Research on Management and Business Economics, 1(25), 1-7.

Seturi, M. (2017). Brand Awareness And Success In The Market, Economy & Business, Journal of International Scientific Publications, ISSN 1314-7242, Volume 11, pp. 424-432. September. Retrieved from

Seturi, M. (2009). Marketing Management (Lecture course), Part I, Edition: 147 pages , 26-27. Publisher: Universal ISBN 978-9941-12-631-4. Retrieved from

Seturi, M. (2016). Peculiarities of Implementation of Branding Principles. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, Vol. 10, No. 3., 974-978.

Tea production in Georgia: Value Chain Analysis. ENPARD - European Neighborhood (2015). Program for Agriculture and Rural Development. The European Union for Georgia- Promote of agriculture. ISET Research Institute. Georgia, Tbilisi. Retrieved from, p.12

Todua, N. (2012). Marketing Research of Consumer Behavior in Georgian Market. Monograph. Tbilisi, 170-179.

Todua, N., & Mghebrishvili, B. D. (2018). Legal Fundamentals of Food Safety Provisions in Georgia, 9-10. Retrieved from

Todua, N., & Jashi, C. (2015). Some Aspects of Social Media Marketing (Georgian Case), World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic and Management Engineering, Vol. 9, No. 4, 1165-1168.

World Academy of Science, Engineering and Technology. Retrieved from

Woo, H. (2019). The expanded halo model of brand image, country image and product image in the context of three Asian countries. Asia Pacific Journal of Marketing and Logistics, 31(4), 773-790.




How to Cite

Seturi, M., & Todua, T. (2019). ANALYSIS OF THE GEORGIAN TEA BRANDS. European Cooperation, 4(44), 7–14.