Brand Preference: A Comparative Consumer Study in Selected EU Countries

This study aims to investigate the impact of different product characteristics, such as price, quality/taste, image/reputation, advertising, packaging, and colour on consumers’ purchasing behaviour. An overview of the global, as well as of the greek and dutch juice markets, is presented. A comparison of consumers’ preferences and attitudes is performed with respect to juices in both countries. Multivariate regression analysis is employed to explain consumer preferences for the examined brands. Specific product attributes are found to be important determinants of consumer demand. Implications for food marketing are also considered.