Private label milk and Greek consumers' behaviour

Tzimitra-Kalogianni, Irini and Kamenidou, Irene and Priporas, Constantinos-Vasilios and Tziakas, Vasilis (2002) Private label milk and Greek consumers' behaviour. New Medit, 1 (2). pp. 29-33. ISSN 1594-5685

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This paper provides the outcome of a preliminary research, which investigates the consumers' behaviour and attitudes towards private-label evaporated milk. Research methodology is twofold, including qualitative and quantitative research. Results indicate that few respondents purchase private label milk. The main reasons for not purchasing are the perception that it is inferior in quality compared to the manufacturers' brand, routine purchase, and consumers' reluctance to "risk" changing brands, while price is the main reason for purchase. Results are discussed for retailing stores selling private label evaporated milk, as well as marketing strategies in order to increase the consumers' response towards the product.

Item Type:Article
Research Areas:A. > Business School > Marketing, Branding and Tourism
A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
ID Code:9420
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Deposited On:25 Oct 2012 06:53
Last Modified:24 Mar 2015 12:03

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