Το marketing και το branding προϊόντων ΠΟΠ : ένα ελληνικό case study
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Abstract
The present paper studies the impact of PDO and PGI products and especially certified wines on consumers in Greece. In more details, it investigates how popular PGI Verdea Zakynthos wine is, what are the characteristics of the people who consume it and what marketing strategies have been applied to promote it. In order to achieve this, bibliographic reports and research were collected and studied, while at the same time an electronic questionnaire was created and distributed to people all over Greece.
In the first chapter, an introduction is made regarding the purpose, the methodology and the conclusions of the paper.
The second chapter presents the definitions of PDO and PGI products, the lists of certified Greek products, as well as the process of registering them in the system.
The third chapter analyzes the exploitation of certified goods in marketing and how much aware the consumers are of these products, especially of PDO and PGI wines.
The fourth chapter presents some introductory information about Zakynthos, the varieties of wines produced there and what are the actions of their promotion to the public.
The fifth chapter contains the methodology of the present study such as the identification and analysis of the sample, the formulation of the final questionnaire and the limitations of the research.
Chapter 6 presents the results of the research. Chapter 7 contains the correlations between PGI Zakynthos and the demographic characteristics and PGI Zakynthos and the consumers’ habits, respectively.
Finally, the 8th chapter presents the conclusions of the research and some suggestions for future research.
Postgraduate Studies Programme
MBA Tourism Management - Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων - Μάνατζμεντ ΤουρισμούDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
95Language
GreekCollections
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Αναφορά Δημιουργού-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Όχι Παράγωγα Έργα 3.0 Ελλάδα