Tzimitra-Kalogianni, I.; Kamenidou, I.; Priporas, C.; Tziakas, V.

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.

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Type	Article
Title	Private label milk and Greek consumers' behaviour
Authors	Tzimitra-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 Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	CIHEAM
Journal	New Medit
ISSN	1594-5685
Deposited	25 Oct 2012
Output status	Published
Web address (URL)	http://newmedit.iamb.it/edizioni_new_medit,229,229,2002,2,197,private-label-milk-and-greek-consumers-behaviour.htm
Language	English

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