Comparative behavioural analysis in selected EU countries: A brand modelling approach

This study attempts to determine the effect of product characteristics such as social influence, quality, package, price, colour, odour and image — reputation, on olive oil brand preferences. Eight olive oil brands were examined in Greece and four in Holland. Regression models were used to express t...

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Bibliographic Details
Published in:Operational research 2003-05, Vol.3 (2), p.165-182
Main Authors: Baourakis, George, Baltas, George
Format: Article
Language:English
Subjects:
Color
Colour
Dependent variables
Holland
Image quality
Independent variables
Olive oil
Packages
Prediction models
Ranking
Regression models
Social factors
Studies
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Summary:This study attempts to determine the effect of product characteristics such as social influence, quality, package, price, colour, odour and image — reputation, on olive oil brand preferences. Eight olive oil brands were examined in Greece and four in Holland. Regression models were used to express the salient independent variables (social influence, quality, colour, odor, image — reputation, price, package) and their relationships with the dependent variable (brands’ ranking). A concise predictive model determines the ranking for both Greek and Dutch olive oil brands.
ISSN:1109-2858
1866-1505
DOI:10.1007/BF02940284