Marketing of organic products: perceptions and behavior of consumers in the modern market

Postgraduate Thesis uoadl:2820621 232 Read counter

Unit:
Κατεύθυνση Στρατηγικού Μάνατζμεντ
Library of the Faculty of Economics and of the Faculty of Business Administration
Deposit date:
2018-11-27
Year:
2018
Author:
Sofokleous Charoulla
Supervisors info:
Φραγκουδάκη Αλεξάνδρα, Επίκουρη Καθηγήτρια, Τμήμα Οικονομικής των Επιχειρήσεων και Χρηματοοικονομικής, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών
Original Title:
Μάρκετινγκ Βιολογικών Προϊόντων: Αντιλήψεις και συμπεριφορά των καταναλωτών στη σύγχρονη αγορά
Languages:
Greek
Translated title:
Marketing of organic products: perceptions and behavior of consumers in the modern market
Summary:
Protecting the environment is undoubtedly the most critical issue for maintaining the well being of the modern organised society. People's concern over the most important environmental issues has been greatly strengthened in recent years. Changes in consumer nutritional preferences, as a result of environmental pollution, and their awareness of health and safety issues have led to the production of organic products. That’s why organic products have become increasingly popular with consumers over the last few years even though they have not yet established the rank they deserve in the modern market. This thesis aims to study the perceptions and behavior of the consumers towards organic products in the modern market.
Specifically, this study examines issues of consumers’ awareness of the existence of organic products if they are aware of their production process and specific characteristics of these products. It also examines the consumers' views on organic products, the means by which they are informed about these products as well as whether consumer organic products are purchased or not, the frequency of their purchase and the preference of their outlets. Additionally, investigation is performed for the consumers’ preference ratio of organic products over conventional ones, whether the price, the brand and advertising affect their purchase, and several ways to improve promotion and promote organic products to increase sales and make organic products the first choice for consumers.
The first chapter presents the concept of organic farming and its differences from the conventional one. Also it presents the organic production standards and current legislation for certifying organic products. The second chapter presents the concepts of marketing, strategic planning and marketing mix. In addition, the factors that influence the consumer's purchasing behavior towards organic products are analyzed and the profile of the international and Greek consumer of organic products is reviewed. The next chapter presents the research methodology used to collect the data of this paper and analyzes the design of the questionnaire used for the thesis’ survey. The fourth chapter analyzes the results of the survey and presents the behavior of the respondents towards organic products. The final chapter presents the conclusions of the survey as well as suggestions for further developing the organic products sector.
Main subject category:
Health Sciences
Keywords:
Organic Products, behavior of consumers
Index:
Yes
Number of index pages:
4
Contains images:
Yes
Number of references:
66
Number of pages:
92
File:
File access is restricted only to the intranet of UoA.

Diplomatiki_Final_Chara_sofokleous_2018.pdf
2 MB
File access is restricted only to the intranet of UoA.