Natural olive oil soap in Greece: a consumer behaviour research study
2000
Giannakaki, M.
The present survey was carried out in order to identify, as well as to assess, the perceptions, beliefs and purchasing habits of consumers regarding natural olive oil soap. Additional aims were, to identify the market for natural olive oil soap and to investigate new potential market segments on which the natural olive oil soap manufacturing companies could focus. For the collection of primary data, it was necessary to draw up the appropriate questionnaire and to conduct personal interviews in the supermarkets of three major cities in Greece. The techniques used for the analysis of data ranged from cross-tabs and correspondence analysis at the bivariate level to nonlinear principal component analysis at the multivariate level. The results of the analysis pointed to a total lack of advertising and systematic promotion by natural olive oil soap companies and suggested the segmentation of the consumers into three groups (unaware, non-users and users)
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