Private label milk and Greek consumers' behaviour

Article

Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V. 2002. Private label milk and Greek consumers' behaviour. New Medit. 1 (2), pp. 29-33.
TypeArticle
TitlePrivate label milk and Greek consumers' behaviour
AuthorsTzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V.
Abstract

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.

Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherCIHEAM
JournalNew Medit
ISSN1594-5685
Publication process dates
Deposited25 Oct 2012
Output statusPublished
Web address (URL)http://newmedit.iamb.it/edizioni_new_medit,229,229,2002,2,197,private-label-milk-and-greek-consumers-behaviour.htm
LanguageEnglish
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