Branding influence on consumer behaviour regarding olive oil

Abstract

Olive oil is a traditional agricultural product for Greece and holds a remarkable place in the food industry, as well as a great importance for the economic and social life of the country. However, although Greece produces olive oil of high quality, the small market share of branded products hampers the competitiveness of the olive oil sector. Therefore, branding in the olive oil market is emerging as a key factor in boosting the competitiveness of the industry. The aim of this thesis is to investigate the impact of branding on the behaviour of Greek consumers towards olive oil products. The survey involved 488 consumers in Thessaloniki city. According to the research results, based on correlation test and t-test, it has been established that the preference for an olive oil brand is associated with increased brand awareness and higher levels of loyalty. Finally, it was found that higher consumption of olive oil is associated with a higher degree of brand recognition and stronger perceptions of its superiority to competitors. Based on the findings of the study, it can be concluded that the enhancement of the competitiveness of the sector, both domestically and internationally, can contribute the adoption of integrated branding strategies aimed at diversifying Greek products from competition, promoting their qualities and attracting long-term loyal customers.