An evaluation of the safety infant nutrition of Nestle related with the perception and purchasing behavior of Greek consumers

Abstract

There are many baby formula brands in the Greek market. In order to attract more customers the producers have to be very competitive. The aim of this dissertation is to investigate and evaluate the safety of infant nutrition of Nestle products and the perception of the consumers by conducting a qualitative research methodology. A set of 9 semi-structured interviews will be conducted in order to take the level of the research further and identify the factors that influence the perception of Nestle infant milk safety and quality and to which extent they influence the purchasing decision among consumers in Greece. Furthermore, the relationship between how the customers perceived food safety and their trust in the regulators will be examined. Moreover, the perception of the customers and how they perceived food safety and media coverage of infant formula related incidents will be explored. The results of this research will be beneficial for the Nestle brand.