IDENTIFICATION OF THE MARKET TRENDS FOR GREEK FRUIT JUICES

George Baourakis, Ioannis Apostolakis and Periklis Drakos
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George Baourakis: Mediterranean Agronomic Institute of Chania, Department of Economic, Marketing and Finance, PO. Box: 85, Chania, 73100, Greece
Ioannis Apostolakis: Mediterranean Agronomic Institute of Chania, Department of Economic, Marketing and Finance, PO. Box: 85, Chania, 73100, Greece
Periklis Drakos: University of Crete, Department of Economics, School of Social Sciences, University Campus, Rethymno, 74100, Greece

Chapter 7 in Fuzzy Sets in Management, Economics and Marketing, 2001, pp 99-113 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractConsumers' preferences, attitudes and perceptions are examined with respect to fruit juices in Greece. An overview of the European and Greek Juice markets are presented. In an attempt to identify the main criteria and determining consumer purchasing behavior. An extensive number of consumers (800) was interviewed. Data analysis and multicriteria methodology is employed in order to retrieve and determine new market trends.

Date: 2001
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