Η μελέτη ενός σημείου πώλησης. Η περίπτωση των φούρνων και των ζαχαροπλαστείων στην Ελλάδα
Study of a point of sale. The case of bakeries and pastries in Greece
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Keywords
Σημείο πώλησης ; Αρτοποιεία ; Ζαχαροπλαστεία ; Στρατηγικό σημείο ; Καταναλωτική συμπεριφορά ; Διαπραγματευτική δύναμη ; Τμηματοποίηση αγοράς ; Οικονομική κρίσηAbstract
Demand in the bakery and confectionery sectors is significantly influenced by
factors such as consumption patterns, eating habits, traditional patterns and income in
relation to the price and quality of specific products. Small independent bakeries have a
significant market share, but they are threatened by large supermarket chains.
The subject of this work is the study of bakery shops and confectioneries as strategic
points of sale. Among the existing bakeries, those with the highest chances of survival are those
managed by 2nd and 3rd generation business owners who are usually people with Business
training.
For its development, a bibliographic search on research on the subject and conducting
quantitative research using a questionnaire via the Internet was combined, as the pandemic did
not allow direct contact with consumers. In particular, the questionnaire was sent through social
media user platforms to registered pastry consumers. The results of the research made it clear
that the majority of consumers buy 3 to 6 times a week bakery and confectionery products,
while the economic crisis did not seem to affect the market of bread and bakery and
confectionery.
In conclusion, it is found that the confectionery industry maintains - even in times of
recession - its fundamental role in the Greek economy and the manufacturing industry in
general, constituting a key lever of development of the country.