Abstract
This article develops and tests an agricultural product design methodology employing consumer based models. Multidimensional data analysis and multicriteria techniques are utilised in determining market trends and introducing new Cretan brands into the Athenian olive oil market. More specifically, the following topics are examined: (1) new product development by determining the attributes and the criteria by which the olive oil product is perceived; (2) identification of the existing olive oil market segments; and (3) formulation of the best communication strategy by precisely measuring consumer attidutes and beliefs.
Research conducted by the Mediterranean Agronomic Institute of Chania under the EC project “Marketing of Cretan Agricultural Products”
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© 1995 Springer Science+Business Media Dordrecht
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Baourakis, G., Matsatsinis, N.F., Siskos, Y. (1995). Consumer Behavioural Analysis Using Multicriteria Method. In: Janssen, J., Skiadas, C.H., Zopounidis, C. (eds) Advances in Stochastic Modelling and Data Analysis. Springer, Dordrecht. https://doi.org/10.1007/978-94-017-0663-6_20
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DOI: https://doi.org/10.1007/978-94-017-0663-6_20
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