Efficiency and Productivity Analysis On Food Industry Brands In Turkey

For the fulfillment of vitalactivities and the continuation of life itself, humanbeings are obliged to consume food.Firmsareputtingsomeinvestments and expenditures in an effort to theirproductvariability and marketing campaigns in order to ensurethattheirbrandsarepreferred. The diversity of the foodsectoralsoallows the consumer to choosebetweendifferentoptions to suittheirwishes and needsbesidesthatobligation. Inthiscontext, the concept of brandvalue is explained as the success of providingconsumerpreferences and loyalty. Brandvalue, which is alsoexpressed in terms of conceptssuch as brandequity, the brandvalue of equity is an importantconcept in the literaturethat can not be deniedfor the existence of brand, which is one of the mostvaluablebuildingblocks of the marketing field. Inthiscontext, the aim of thisstudy is to measure, evaluate and interpret the effectiveness of brandvalues of foodbrandsamongTurkey'smostvaluable 100 brand, publishedbybrandconsultantcompanyBrandFinance, with data envelopmentanalysis from quantitativemethods and assess the progresstheyhavemadeover the yearswith the help of Malmquist Total Factor Productivity Index and interpreting. In the literaturepart of the study in thisdirection, the concept of brand and brandvalue and the application of Malmquist Total FactorYield Index with Data Envelopment Analysis havebeenidentified. In the applicationpart of the study, the lastfouryears' brandvalueactivities and efficiencies of the foodbrands on the list of valuablebrandsbelonging to the year 2016 havebeendiscussed and interpretedby data envelopmentanalysis and Malmquist Total Factor Productivity Analysis method