Comparative behavioural analysis in selected EU countries: A brand modelling approach

This study attempts to determine the effect of product characteristics such as social influence, quality, package, price, colour, odour and image-reputation, on olive oil brand preferences. Eight olive oil brands were examined in Greece and four in Holland. Regression models were used to express the salient independent variables (social influence, quality, colour, odour, image-reputation, price, package) and their relationships with the dependent variables (brand's ranking). A concise predictive model determines the ranking for both the Greek and Dutch olive oil brands.