Assessing the characteristics of the distribution channels of juices in Greece
1998
Christodoulou, C.
This study is based on primary data collected by means of personal interviews conducted with major juices' wholesalers in the area of Athens. Data analysis techniques, descriptive statistics, univariate and bivariate statistics and discriminant analysis have been tried in this research examining Greek wholesalers' perceptions and attitudes with respect to the juice product. A questionnaire was designed in order to record quantitative data, preferences, quality criteria, buying criteria, channel selection criteria and attitudes of wholesalers towards branded juices. Discriminant analysis has helped to reveal the differences among wholesalers regarding their size and prediction in sales.
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