Institutional Repository
Technical University of Crete
Technical University of Crete
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| URI: | http://purl.tuc.gr/dl/dias/09A4DEC6-4E8E-4DC4-B996-807AC4ACA745 | ||
| Year | 1995 | ||
| Type of Item | Peer-Reviewed Journal Publication | ||
| License |
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| Bibliographic Citation | Baourakis, G., N.F. Matsatsinis and Y. Siskos, "Consumer behavioural a nalysis using multicriteria method, in: Janssen, J., C.H. Skiadas and C. Zopounidis, (eds.)", Advances in Stochastic Modelling and Data Analysis , Kluwer Academic Publishers , pp. 328-338, 1995. DOI: 10.1007/978-94-017-0663-6_20 https://doi.org/10.1007/978-94-017-0663-6_20 | ||
| Appears in Collections |
This article develops and tests an agricultural product design methodology employing consumer based models. Multidimensional data analysis and multicriteria techniques are utilised in determining market trends and introducing new Cretan brands into the Athenian olive oil market. More specifically, the following topics are examined: (1) new product development by determining the attributes and the criteria by which the olive oil product is perceived; (2) identification of the existing olive oil market segments; and (3) formulation of the best communication strategy by precisely measuring consumer attidutes and beliefs
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