Orientation on the marketing of Cretan organic olive oil
1996
Filipas, Ch.
Organic farming is one of the alternative forms of agriculture, that at least in recent years has been the objective of an increasing and multidimensional interest. Olive oil is an agricultural product of great importance and economic potential for Greece. Organic olive oil is a new product in the Greek market. The present survey regarding consumer opinion of organic olive oil took place in Athens which is the biggest Greek market in terms of supermarkets. This thesis presents both theoretical aspects and the results of the consumer survey, The product used in the consumer survey is an organic olive oil produced by the Mediterranean Agronomic Institute of Chania in Crete. The aim of this survey is to illustrate Athenians' opinion about organic olive oil, to explore consumers criteria for olive oil selection and to develop the appropriate marketing mix for its promotion in the Greek market from a firm's point of view. The survey took place in eight supermarkets and 200 consumers were interviewed. Descriptive statistics and principal components analysis were used for extracting useful results from the data
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