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The Positioning of Greek Feta Cheese in a Local UK Market: A Major Marketing Strategy Problem

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  • Krystallis, Athanasios
  • Papadopoulou, Victoria
  • Chryssochoidis, George M.

Abstract

The survey aims at analysing the current positioning of Greek feta cheese. A regional UK market is selected as a typical research location. Four components of feta cheese's marketing mix (country of origin, brand name, type of milk used and price) are included in a conjoint task of product evaluation. Based on the importance assigned to these attributes, the survey identifies a number of consumer segments, and defines those that have a possibility to constitute regular feta cheese buyers. Feta cheese is seen by consumers of the sample as expensive compared to its perceived quality. This perception is attributed to the modest image of the product, which does not motivate a purchasing behaviour typical for a specialty cheese. Findings indicate the pressing need to reposition the product in the UK market.

Suggested Citation

  • Krystallis, Athanasios & Papadopoulou, Victoria & Chryssochoidis, George M., 2004. "The Positioning of Greek Feta Cheese in a Local UK Market: A Major Marketing Strategy Problem," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 5(2), pages 1-16, August.
    • Handle: RePEc:ags:aergaa:26404
    DOI: 10.22004/ag.econ.26404
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    References listed on IDEAS

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    1. Bech-Larsen, Tino & Nielsen, Niels Asger, 1999. "A comparison of five elicitation techniques for elicitation of attributes of low involvement products," Journal of Economic Psychology, Elsevier, vol. 20(3), pages 315-341, June.
    2. Marian García Martínez & Zulema Aragonés & Nigel Poole, 2002. "A repositioning strategy for olive oil in the UK market," Agribusiness, John Wiley & Sons, Ltd., vol. 18(2), pages 163-180.
    3. Arfini, Filippo, 1999. "The value of typical products : the case of Prosciutto di Parma and Parmigiano Reggiano cheese," 67th Seminar, October 28-30, 1999, LeMans, France 241032, European Association of Agricultural Economists.
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    1. Krystallis, Athanasios & Ness, Mitchell, 2005. "Consumer Preferences for Quality Foods from a South European Perspective: A Conjoint Analysis Implementation on Greek Olive Oil," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 8(2), pages 1-30.
    2. Imami, Drini & Zhllima, Edvin & Merkaj, Elvina & Chan-Halbrendt, Catherine & Canavar, Maurizio, 2016. "Albanian consumer preferences for the use of dry milk in cheese-making: A conjoint choice experiment," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 17(1), January.

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