TABLE OF CONTENTS This study considers the fruit juice market and investigates its preference and competitive structure by examining empirical survey data from Greece. Data on eight hundred individuals are collected through personal interviews and subsequently analyzed through multivariate methods in order to explore main product choice criteria and consumption patterns. The data reveal considerable category penetration and high individual consumption rates. Multi-criteria and multi-dimensional scaling analysis provides an insight into the structure of consumer preferences and brand competition in the examined market. The primary structure of the market lies in price and product form differences, which are also associated with specific characteristics of the examined brands.
Keywords: Brand management, marketing management, food and beverage marketing, multidimensional scaling, market research.
General acceptance that the consumption of healthy products can reduce the risk of chronic diseases and improve health has raised the demand for natural products such as vegetables, organic produce and fruit juices. The fact that, fruit juices, in particular, have become an important part of the daily diet, can be attributed mostly to changes in consumer attitudes and preferences.
However, fruit juice consumption varies considerably across different countries. In the EU, Germany is the biggest consumer of fruit juices with the average German consuming 42 liters, followed by Austria where...
