Title: The impact of advertising fresh milk has on consumers' behaviour of the Thessaloniki City population

Authors: Ioannis Papaioannou; Irene Tzimitra-Kalogianni; Eleni Tegkelidou

Addresses: Department of Agricultural Economics, Aristotle University of Thessaloniki, Greece ' Department of Agricultural Economics, Aristotle University of Thessaloniki, Greece ' Department of Business Administration and Entrepreneurship, I.V.T.C. College, Greece

Abstract: Milk holds a special position among animal and plant fruit, due to the fact that it is an exclusive food for human and mammals alike, in their first stage of life. This product, however, is the key element in man's nutrition not only in its first stage of life, but later as well. It is the most full, simple and natural food, because it includes ingredients like fat and lactose, which provide human with energy, proteins and minerals that contribute in its structural components. Furthermore, it includes enough vitamins and minerals in order to fulfil the necessary biochemical procedure. Consumers usually ignore the simple truths of milk's great nutrition as food. This lack of information is covered by advertisement, as advertisement informs consumers about the special characteristics of a product, in order to convince the consumers to buy it. The results from a quality research extracted important conclusions, which together with the literature review were used for the questionnaire's development and the conduction of the quantitative research. By this research, the results that come up show the effect of advertisement of fresh milk has on consumer's behaviour of the residents of Thessaloniki.

Keywords: consumer behaviour; fresh milk; milk advertisements; quantitative research; milk advertising; Greece.

DOI: 10.1504/IJEMR.2016.080809

International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.4, pp.322 - 334

Received: 27 Oct 2015
Accepted: 27 Dec 2015

Published online: 05 Dec 2016 *

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