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The positioning of Greek feta cheese in a local UK Market A major marketing strategy problem

Krystallis, Athanassios, 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, 5 (2). pp. 5-20. ISSN 1109-2580. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:52843)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://purl.umn.edu/26404

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.

Item Type: Article
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Kimberley Attard-Owen
Date Deposited: 07 Dec 2015 14:52 UTC
Last Modified: 16 Nov 2021 10:22 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/52843 (The current URI for this page, for reference purposes)

University of Kent Author Information

Chryssochoidis, George M..

Creator's ORCID: https://orcid.org/0000-0001-9868-7119
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