An evaluation of the brand characteristics of American Farm School milk that determines its perception by consumers as a premium product

Abstract

This study explores the product brand in terms of its negotiated means by consumers and evaluates the strength and potential longevity of the brand image. The organization that this research focused was the American Farm School dairy production department and specifically the milk. Furthermore, the study includes a critical research of literature on the milk in general investigating the attributes and perceptions of milk consumers ans the organization itself. Lastly, the conclusion section, based on discussion and validation of findings, provides recommendations to AFS milk brand for future efficiency.The main method used was quantitative; numerical data was collected in order to define, suggest and explain the results of the research.The research strategy of this dissertation was based on three main objectives. Firstly, the identification of the product attributes and symbolic brand characteristics appreciated by existing and potential consumers of the American Farm School milk. Secondly, the categorization of milk consumers and the most attractive American Farm School segment identification with the aim of the Sinus Milieus methodology. Lastly recommendations based on the findings. The conclusion and the recommendations of this study where separated into two sections. The first section concluded the findings of the primary and secondary research undertaking the Porter method analysis of the fresh pasteurized milk. The second section was the findings of consumer segmentation regarding the American Farm School milk.