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|Greek consumer's perception of fresh ready-to-eat salads and predictive analytics for their purschase intention
Cardiff Metropolitan University
|This dissertation uses predictive analysis to document and analyze the perception of Greek consumers towards fresh packaged ready-to-eat (RTE) salads, as well as the purchasing motives of these consumers. More specifically, the work will look at whether a product is favored for its convenience, as much of the existing literature suggests or whether choices are determined by other factors. In addition, this study aims to provide significant data to the food industry regarding consumer behavior, so as to help companies develop more effective marketing strategies for RTE salad promotion. A necessary step in achieving this end is the mapping of the target demographic By creating a profile of the demographic with the aid of an online questionnaire, we can better identify the parameters that affect a consumer's willingness to purchase fresh RTE salads. The data collection was achieved through an online questionnaire that was shared through social media (Facebook and Instagram) and mass mailing. The data collected for the study was processed and analyzed by using appropriate statistical techniques including Google analytics and the statistical software SPSS (version 2.2). From the results of the research, it has been identified that indeed convenience is one of the most important reasons to buy RTE food products and more specifically RTE salads. Married people were likely to spend more money on food items as opposed to the literature where single people found to prefer most RTE products than the married. Also, in results is analyzed the economic status of Greek consumers compared to their expenditure on food items and on RTE salads per month as weell as many more factors that affecting their purchase intention
|MSc in Marketing for the Agro-Food Sector
Includes bibliographical references, illustrations and charts.
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Attribution-NonCommercial 4.0 International
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