Consumer behaviour towards delicatessen products and branding influence

Baziana, S., Tzimitra-Kalogianni, E., Batzios, A. and Tremma, O. (2021) Consumer behaviour towards delicatessen products and branding influence. International Journal of Social Ecology and Sustainable Development, 12 (4). pp. 39-47.

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Abstract

It is a fact that branding is a tool for the business to get stronger and also embrace sustainability, which can apply to the delicatessen product market. In addition, the demand of delicatessen products has increased as new trends emerged. Greek businesses have successfully entered the market, advertising the superiority of delicatessen products. The aim of this paper is to provide better understanding of consumer behaviour towards delicatessen products. This is achieved through the views of market experts and a research on consumers investigating how branding influences them. The findings show that there are differences between market experts' opinions and consumers' preferences, which can contribute to the holistic development of the delicatessen market. Finally, this study may provide a basis for a survey of a larger sample of delicatessen firms nationwide and contributes important knowledge to enhance further development in the delicatessen sector and in the management and marketing approach of the market of Thessaloniki.

Item Type: Article
Keywords: Agriculture, Branding, Consumer Behaviour, Delicatessen Products, Greek Market, Olive Oil
Divisions: Food, Land and Agribusiness Management
Depositing User: Mrs Rachael Harper
Date Deposited: 08 Sep 2021 13:44
Last Modified: 28 Sep 2021 03:30
URI: https://hau.repository.guildhe.ac.uk/id/eprint/17740

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