Exploring the parameters that define brand success in the Fast-Moving Con-sumer Goods (FMCG): A case study for a Greek food start-up business.

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2017 (EN)
Exploring the parameters that define brand success in the Fast-Moving Con-sumer Goods (FMCG): A case study for a Greek food start-up business. (EN)

Chatzigavriil, Styliani (EN)

Polalis, Ioannis (EN)
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design (EN)
Tsivrikos, Dimitrios (EN)
Gotsi, Manto (EN)

This paper explores the parameters that define brand success for a FMCG product in the Greek market. At first, it reviews the literature for aspects of branding a new busi-ness should be aware of, attitudes towards healthy foods and other parameters (brand heritage, health claims and packaging design) that can affect the success of a product. Following, a mixed approach method is used in order to gather quantitative and quali-tative data: a) an online survey and b) interviews with producers (5) and brand special-ists (2). In the end, the paper attempts to exploit the findings of the research and de-sign a sample case study for a start-up business in the sectors of organic herbs and natural food supplements, which can serve as an informed guidance to people in-volved in the field of food branding. (EN)

masterThesis

Parameters (EN)
Branding (EN)
Success (EN)
Business (EN)
Fast moving consumer goods (EN)

Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)

2017-05-30


IHU (EN)



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