Factors affecting Greek consumers' willingness to purchase honey

Abstract

This thesis looks on customer behavior and preferences with regard to honey. The methodology for this work was based on the collection of primary data (using a structured questionnaire) that also related to the primary research on consumer behavior in the honey of the city of Ioannina, as well as secondary data from previous studies and books (consumer behaviors but also information about honey and beekeeping). The primary research's findings demonstrate that customers are more knowledgeable and highly aware. Most people would rather purchase honey directly from beekeepers, particularly those in Ioannina. Lastly, it is particularly noteworthy that consumers do not believe that honey is overvalued when it comes to marketing.