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

Abstract

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.

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Correspondence to George Baourakis.

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Baourakis, G., Baltas, G. Comparative behavioural analysis in selected EU countries: A brand modelling approach. Oper Res Int J 3, 165–182 (2003). https://doi.org/10.1007/BF02940284

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Key words

  • modelling
  • marketing
  • consumer behaviour
  • food marketing