Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.advisorKotsios, Panagiotisen_US
dc.contributor.authorArvanitidou, Polyxenien_US
dc.descriptionMSc in Marketing for the Agro-Food Sectoren_US
dc.descriptionIncludes bibliographical references, illustrations and charts.en_US
dc.description.abstractThe following study investigates thoroughly the meaning purpose and usefulness of visual merchandising for milk product categories placed in retail shops. The contribution of the aforementioned marketing strategy is examined and compared with further marketing tactics, like packaging, branding and sales promotion, in order to understand how and in what cases it should be applied. Agro-food businesses, dairy brands, whereas also retail shops can be considered as some areas of practice that the findings of this study can be applied. In terms of methodology, a mixed approach is followed, by combining qualitative and quantitative methods to generate the results. More specifically, two focus groups and one online survey by questionnaire, were organized for maximizing credibility and cross-checking the findings. Results of both methods presented that demographic facts influence basically purchases of milk products, though visual merchandising tactics, branding and packaging actions affect consumers, who present specific characteristics and belong in a specific category of buyers. However, this is a small group of the whole population, hence careful application of the findings should be formed in the business and retail environment.en_US
dc.formatHard coveren_US
dc.format.extent100 pagesen_US
dc.publisherPerrotis Collegeen_US
dc.publisherCardiff Metropolitan Universityen_US
dc.rightsAll rights reserveden_US
dc.rightsAttribution-NonCommercial 4.0 International*
dc.subjectVisual merchandisingen_US
dc.subjectConsumers' preferencesen_US
dc.subject.lcshAcademic thesesen_US
dc.subject.lcshConsumers' preferencesen_US
dc.subject.lcshBranding (Marketing)en_US
dc.subject.lcshDairy productsen_US
dc.subject.lcshConsumer behavioren_US
dc.subject.lcshRetail tradeen_US
dc.subject.otherPerrotis College - Theses - 2019en_US
dc.subject.otherMarketing for the agro-food sector. Perrotis Collegeen_US
dc.titleVisual merchandising of milk products and how it influences buying behaviors in retail shopsen_US
local.description.statusNot publisheden_US
Appears in Collections:Theses

Files in This Item:
There are no files associated with this item.

This item is licensed under a Creative Commons License Creative Commons