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Brand Management In The Fruit Juice Industry

In: Supply Chain And Finance

Author

Listed:
  • G. Baourakis

    (Mediterranean Agronomic Institute of Chania, Dept. of Economic Sciences, Management/Marketing, P.O.BOX 85, 73 100 Chania, Crete, Greece)

  • G. Baltas

    (Athens University of Economics and Business, 76 Patission Avenue, 10434 Athens, Greece)

Abstract

This study considers the fruit juice market and investigates its preference and competitive structure by examining empirical survey data from Greece. Data on eight hundred individuals are collected through personal interviews and subsequently analyzed through multivariate methods in order to explore main product choice criteria and consumption patterns. The data reveal considerable category penetration and high individual consumption rates. Multi-criteria and multi-dimensional scaling analysis provides an insight into the structure of consumer preferences and brand competition in the examined market. The primary structure of the market lies in price and product form differences, which are also associated with specific characteristics of the examined brands.

Suggested Citation

  • G. Baourakis & G. Baltas, 2004. "Brand Management In The Fruit Juice Industry," World Scientific Book Chapters, in: Panos M Pardalos & Athanasios Migdalas & George Baourakis (ed.), Supply Chain And Finance, chapter 9, pages 153-159, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812562586_0009
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