Springer Nature is making SARS-CoV-2 and COVID-19 research free. View research | View latest news | Sign up for updates

Comparative behavioural analysis in selected EU countries: A brand modelling approach


This study attempts to determine the effect of product characteristics such as social influence, quality, package, price, colour, odour and image — reputation, on olive oil brand preferences. Eight olive oil brands were examined in Greece and four in Holland. Regression models were used to express the salient independent variables (social influence, quality, colour, odor, image — reputation, price, package) and their relationships with the dependent variable (brands’ ranking). A concise predictive model determines the ranking for both Greek and Dutch olive oil brands.

This is a preview of subscription content, log in to check access.


  1. 1.

    Baltas G. (2001). “The Effects of Nutrition Information on Consumer Choice”, Journal of Advertising Research, 57–63.

  2. 2.

    Baltas G., Doyle P. (2001). “Random Utility Models in Marketing Research: A Survey”, Journal of Business Research, 115–125.

  3. 3.

    Baourakis G. (ed) (2004). “Marketing trends for Organic Food in the 21st Century”, World Scientific.

  4. 4.

    Baourakis G. (2001). “The Tourism Industry in Crete: The Identification of new market segments” in Zopounidis C., Pardalos M. P. and Baourakis G. (eds), Fuzzy sets in Management Economics and Marketing, World Scientific, 115–126.

  5. 5.

    Baourakis G., Apostolakis I. (1999). “A statistical assessment of consumers’ criteria regarding organic agricultural products: the case of organic olive oil”, Foundations of Computing and Decision Science, vol. 24, No. 1, 22–31.

  6. 6.

    Baourakis G., Stamataki E. (1997). “Searching for endogenous development practices: the production of organic olive oil”, Medit, N 4, 4–8.

  7. 7.

    European Union report (2003), The olive oil sector in the European Union, (

  8. 8.

    Hill N. (1996). Handbook of Customer Satisfaction Measurement. Gower Publishing, Hampshire.

  9. 9.

    IOOC — International Olive Oil Council (2003), Working paper of the Directorate-general for Agriculture, The olive oil and table olives sector.

  10. 10.

    Kotier P. (2003). “Marketing Management”, 11th edition, Prentice Hall.

  11. 11.

    Lazaridis P. (2000). “At — home Consumption of Olive — oil in Greece: some evidence from survey data”, Medit N 2, 61–63.

  12. 12.

    Sandalidou E., Baourakis G., Siskos Y. (2002). “Customers’ perspectives on the quality of organic olive oil in Greece: a satisfaction evaluation approach”, British Food Journal, vol. 104, N 3/4/5, 391–406.

  13. 13.

    Sekkas F. (1995). “A new production of inarguable quality and origin”, Food and Beverages Fair, Thessaloniki, Greek Ministry of Agriculture, Dept. of Agr. Extension.

  14. 14.

    Siskos Y., Grigoroudis E., Matsatsinis N.F., Baourakis G. and Neguez F. (1995). “Comparative Behavioural Analysis of European Olive Oil Consumers”, in Janssen J., Skiadas Ch. and Zopounidis C.(eds), Advances in Stochastic Modeling and Data Analysis, 293–310, Kluwer Academic Publishers.

  15. 15.

    Siskos Y., Matsatsinis N.F., Baourakis G. (2001). “Multicriteria Analysis in Agricultural Marketing: The case of French Olive Oil Market”, European Journal of Operational Research, vol. 130, 315–331.

Download references

Author information

Correspondence to George Baourakis.

Rights and permissions

Reprints and Permissions

About this article

Cite this article

Baourakis, G., Baltas, G. Comparative behavioural analysis in selected EU countries: A brand modelling approach. Oper Res Int J 3, 165–182 (2003).

Download citation

Key words

  • modelling
  • marketing
  • consumer behaviour
  • food marketing