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Consumer Behavior Towards Delicatessen Products and Branding Influence

Author

Listed:
  • Sotiria Baziana

    (Aristotle University of Thessaloniki, Greece)

  • Eirini Tzimitra-Kalogianni

    (Aristotle University of Thessaloniki, Greece)

  • Aristotelis Batzios

    (Aristotle University of Thessaloniki, Greece)

  • Ourania Tremma

    (Harper Adams University, UK)

Abstract

It is a fact that branding is a tool for the business to get stronger and also embrace sustainability, which can apply to the delicatessen product market. In addition, the demand of delicatessen products has increased as new trends emerged. Greek businesses have successfully entered the market, advertising the superiority of delicatessen products. The aim of this paper is to provide better understanding of consumer behaviour towards delicatessen products. This is achieved through the views of market experts and a research on consumers investigating how branding influences them. The findings show that there are differences between market experts' opinions and consumers' preferences, which can contribute to the holistic development of the delicatessen market. Finally, this study may provide a basis for a survey of a larger sample of delicatessen firms nationwide and contributes important knowledge to enhance further development in the delicatessen sector and in the management and marketing approach of the market of Thessaloniki.

Suggested Citation

  • Sotiria Baziana & Eirini Tzimitra-Kalogianni & Aristotelis Batzios & Ourania Tremma, 2021. "Consumer Behavior Towards Delicatessen Products and Branding Influence," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 12(4), pages 39-47, October.
    • Handle: RePEc:igg:jsesd0:v:12:y:2021:i:4:p:39-47
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