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PurposeThe study aims to examine consumer behaviour towards fresh tomatoes and to reveal the factors that influence consumption leading to an adoption of a healthy diet.Design/methodology/approachA consumer survey was carried out in Thessaloniki (Greece) and 337 self‐reported questionnaires from tomato consumers were used in the analysis. The major consumer segments are illustrated and interventions to promote tomato consumption are suggested.FindingsThe findings from principal component analysis indicate that the main factors that influence consumption of fresh tomatoes are: “nutrition value”, “organoleptic characteristics” of tomatoes and “eating habits” of consumers. A two‐step cluster analysis revealed three segments of tomato consumers labelled as “Tomato‐loyals”, “Sensorialists” and “Health‐conscious”.Practical implicationsThe findings reveal the consumption characteristics of each consumer segment where tailored social marketing plans can be developed based on this work. The findings will be of interest to food marketers and food policy makers, as they can contribute to addressing obesity problems in Europe in general and Mediterranean countries in particular.Originality/valueThe paper identifies the underlying reasons for eating fresh tomatoes, which can lead to the adoption of a healthy diet and can support policies towards that. It also reveals new consumer segments and highlights differences between them. In addition, it highlights the interventions to increase tomato consumption of each segment. Finally, it employs a cluster analysis technique, two‐step cluster analysis, which has not been widely used in marketing research.

The following review details the development and current status of poultry meat in terms of marketing, purchasing and consumer decisions within the country of Greece. The aim of this paper is to identify Greek consumers' perceptions of poultry meat. Taking into account that little research has been conducted in the poultry sector in Greece generally and on consumer perceptions specifically, these results will help to provide solutions in strategic marketing.

Food advertising impels children's consumer behaviour through four different modes. First, advertising engenders expectations, which raise purchase motivation. Second, the purchase of advertised foods is accompanied by positive feelings (happiness, satisfaction). Third, the entertaining dimension of advertising generates pleasant mood, which positively predisposes the evaluation of advertised foods. Fourth, children do not always possess the ability to recognize the persuasive nature of advertising.

PurposeThe present study aims at investigating consumers' pork meat quality perception, focusing on the stage prior to consumption. Furthermore, market segmentation is attempted on the basis of specific socio‐demographic characteristics, pork consumption habits and quality perception.Design/methodology/approachA field research was performed in a Greek urban area, Thessaloniki. The research was based on consumers' quality evaluations of pork meat pictures, which were computer‐manipulated to acquire different levels of two intrinsic quality cues (colour and marbling), while labels were added indicating various levels of two extrinsic quality cues (price and origin). Data were analysed by means of conjoint analysis.FindingsResults indicate that Greek consumers appear to attach more importance to marbling when forming pork quality judgments. Price is classified second in importance closely followed by colour, while country of origin appears to be the least important factor affecting quality perception of pork.Research limitations/implicationsThe study has employed only a number of quality cues, hypothesising that these cues principally influence consumers' decisions on pork quality. This restricted number of cues was decided so that consumers could more easily and effectively respond to the data collection procedure. As a result, some cues that could possibly be used by consumers were not included.Originality/valueAlthough quality perception of meat has been researched before in Greece, the procedure followed in the present study was employed for the first time to investigate quality perception of pork meat.

PurposeThe purpose of this paper is to analyse consumer behavior during the purchase of floral products in the Greek region and to reveal the socio‐economic characteristics that affect consumers' considerations concerning the selection of both cut flowers and pot plants.Design/methodology/approachThe study is based on cross‐sectional data collected through a questionnaire survey with personal interviews. Respondents' reasons for purchasing floral products are examined. A principal component analysis with varimax rotation was applied in order to provide a more manageable set of variables relating to purchasing. The socio‐economic factors of these reasons were used for estimating the significant relation that exists between them.FindingsPeople purchase cut flowers and pot plants as part of quality of life, as a convenient gift to other people, for religious and social occasions. Significant differences were revealed only in terms of gender and education level of the respondents with a proportion of females and educated people being higher during purchasing floral products.Practical implicationsThe findings can improve the marketing mix strategy for floral products. Such information is important for the market bodies involved in the floral market and the results of this study are unique and can assist researchers and marketers with an understanding of significant reasons for purchasing floral products. Comparative insights are also provided in terms of the similarities being present between the purchasing of both floral and food products.Originality/valueThis paper provides consumer reasoning for buying floral products and illustrates the subsequent socio‐economic characteristics.

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The purpose of this study was to examine the implementation of Total Quality Management (TQM) as a business strategy in the Greek food and drink industry, along with the examination of the Information Technology (IT) adoption in the field. A research project was carried out in the sector companies based in Greece, using the questionnaire method. Findings showed a strong relation between IT implementation and impact of IT on TQM. Company size also seemed to affect TQM implementation, and the majority of IT implementation constructs, while company performance was not significant in terms of net profit margin and value added per employee.