Consumers’ perceptions of food quality products: Greece’s experiences

Consumer perceptions of food are based on social and personal constructs. The Greek consumer perceptions of quality food were reviewed. The Greek food sector is characterised by the proliferation of small and medium enterprises, yet a major transformation over the past decade has occurred with the evolution of large retail chains. For example, new retail warehouses – regional distribution centres, were established to support consumer demand. Then, the main traditional Greek food products certified as Protected Geographical Status/ Protected Denomination of Origin (PGIs/PDOs) are described. A distinction is made between PDOs and traditional products, as consumers often use these two terms interchangeably. In the beginning of 2012, Greece had certified 94 products as PDOs/PGIs while there were three more awaiting inclusion and seven more are already in the process of getting certification. The literature on food marketing in Greece was reviewed and five types of Greek food consumer are presented. The five types can be classed as: average consumer, innovators, ethnocentric, organic funs, highly health and quality conscious. Finally, a successful case of marketing a traditional product is presented and the marketing mix (product, price, place, promotion) that was followed is discussed.