Brand preference外文翻译.pdfVIP

EmzetpqatctK(I Eom)va/ Operational Research. An International Journal. Vol.7, No 1 (2007), pp. 105-120 Brand Preference: A Comparative Consumer Study in Selected EU Countries George Baourakis 1, George Baltas 2, Meline Izmiryan 3, Nikos Kalogeras 4 ~MAICh, Dept. of Business Economics and Management e-mail: baouraki~maich.gr 2Athens University of Economics and Business, Dept. of Management and Marketing e-mail: gb@aueb.gr 3MAICh, Dept. of Business Economics and Management e-mail: izmirvan(~maich.gr 4Depts of Marketing and Finance, Faculty of Economics and Business Administration, Maastricht University, e-mail: nikolaos@ Abstract This study aims to investigate the impact of different product characteristics, such as price, quality/taste, image/reputation, advertising, packaging, and colour on consumers purchasing behaviour. An overview of the global, as well as of the Greek and Dutchjuice markets, is presented. A comparison of consumers preferences and attitudes is performed with respect to juices in both countries. Multivariate regression analysis is employed to explain consumer preferences for the examined brands. Specific product attributes are found to be important determinants of consumer demand. Implications for food marketing are also considered. Key words: Brand choice, consumer behaviour, marketing research, multivariate analysis, market segmentation 1. Introduction People engaged in the food industry have invariably noticed the change in food purchasing behaviour in recent years. The increase in volume of j