Consumer Behavioural Analysis Using Multicriteria Method

G. Baourakis, N. F. Matsatsinis and Y. Siskos
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G. Baourakis: Mediterranean Agronomic Institute of Chania
N. F. Matsatsinis: Technical University of Crete, Decision Support Systems Laboratory
Y. Siskos: Technical University of Crete, Decision Support Systems Laboratory

A chapter in Advances in Stochastic Modelling and Data Analysis, 1995, pp 328-338 from Springer

Abstract: Abstract 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.

Keywords: consumer behaviour; multicriteria preference analysis; agricultural marketing data analysis (search for similar items in EconPapers)
Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-94-017-0663-6_20

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DOI: 10.1007/978-94-017-0663-6_20

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