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dc.contributor.advisor
dc.contributor.advisor
dc.contributor.advisor
dc.contributor.author
Gkaragkounis, Alexandros
en
dc.date.accessioned
2019-04-15T12:46:38Z
dc.date.available
2019-04-16T00:00:16Z
dc.date.issued
2019-04-15
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29348
dc.rights
Default License
dc.subject
Consumer ethnocentrism
en
dc.subject
Millennials
en
dc.subject
Soft drinks industry
en
dc.title
Greek Millennials, Consumer ethnocentrism & their attitude towards soft drink brands
en
heal.type
masterThesis
en_US
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
en_US
heal.publicationDate
2019-04-13
heal.abstract
This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The purpose of the current survey is the analysis of the ethnocentric behavior of the Greek Millennials since they are the growing population of consumers. Their ethnocentric behavior was based on their cultural openness. Since the main subject of the survey is to measure the consumer ethnocentrism level of Greek Millennials, the CETSCALE scale was validated and used to generate the relevant results. Additionally, part of the survey is measuring measure Greek Millennials’ attitude towards specific soft drinks, orangeade, brands that can be found in the Greek market in order to understand if there is a spotlight of Greek Millennials’ preference on orangeade soft drink and the rest population according to other surveys. A population of 147 respondents, completed a structural questionnaire to accomplish the purpose of the study. Moreover, various statistical analyses were performed and the final results were displayed. According to the findings of the survey, Greek Millennials have ethnocentric tendencies regardless their openness to experience, and it seems that there is an important part of their population which supports Greek branded and domestically produced products but there is also another part that prefers the quality of well-established brands.
en
heal.advisorName
Siamagka, Nikoletta Theofania
en
heal.committeeMemberName
Siamagka, Nikoletta Theofania
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.spatialCoverage
Greece
en


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