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Mapping the Market Segments for the Consumers of Greek Cooperative Food Products

Author

Listed:
  • Ourania Tremma

    (Department of Land and Agri-Business Management, Harper Adams University, Newport TF10 8NB, UK)

  • Achilleas Kontogeorgos

    (Department of Agriculture, International Hellenic University, 57001 Thessaloniki, Greece)

  • Philippos Karipidis

    (Department of Agriculture, International Hellenic University, 57001 Thessaloniki, Greece)

  • Fotios Chatzitheodoridis

    (Department of Regional & Cross-Border Development, University of Western Macedonia, 20100 Kozani, Greece)

Abstract

The purpose of this study was to illustrate and understand how consumers of cooperative food products could be segmented in the region of Western Greece. For this purpose, a questionnaire survey was undertaken involving almost 500 consumers in the selected region. Consumers were segmented on the basis of their consumption of cooperative products and in association with their attributes and beliefs regarding cooperatives’ products. Τhe performed cluster analysis grouped participants into four distinct groups with different characteristics and perceptions regarding cooperatives’ products. The consumer groups were called “skeptics”, “cooperative”, “passively sensitive”, and “indifferent”. According to the results, in general, participants considered cooperative food products as a safe choice with excellent value for money and contributing to the local society, economy, and sustainability. Segmentation could allow agricultural cooperatives to focus only on those segments of consumers that are willing to pay for cooperative products by allocating all available resources in serving them. The results of this research, even with its limitations, can help directors and marketing executives of agricultural cooperatives to better understand that operating in a specific market could be more effective when targeted at specific segments to help not only the viability of agricultural cooperatives but also their economic development and growth.

Suggested Citation

  • Ourania Tremma & Achilleas Kontogeorgos & Philippos Karipidis & Fotios Chatzitheodoridis, 2021. "Mapping the Market Segments for the Consumers of Greek Cooperative Food Products," Sustainability, MDPI, vol. 13(7), pages 1-20, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3825-:d:527254
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