78-89

• Θεοδοσίου, Γιώργος
• Θάνου, Ελένη
• Λεβέντη, Θεοδοσία
• Κουκουμιάλος, Στέλιος
• Ρήγας, Γιώργος

Agricultural cooperatives represent one of the main pillars of local and regional development and their activity is recognized as an important factor for the welfare of rural economies. The study of cooperative activity is interesting both in respect of their participation in local development as well as with regards to their effect in the context of a village community. The role of product branding in the success of an agricultural cooperative is an additional research goal of the present study. The empirical research focuses on the agricultural Cooperative of Zagora, Pelion, which is one of the few experiencing consistent and dynamic growth. The Zagora apples, the main product of the Zagora Cooperative, are considered to be of excellent quality, recognized as early as 1996 by the EEC with the granting of the label "Protected Designation of Origin" (PDO) EL/PDO/0017/0342) . The brand name "ZAGORINS)" relates to the quality of the apples and the geographical area of production. The analysis is based on primary data collected through a questionnaire that investigate consumer attitudes toward the brand. With the use of a CATREG model, we establish that the main factor influencing consumer preference is the price/ quality criterion while other factorssuch as being the product of a cooperative are less important.

• Economics and Business
• Other agricultural sciences

• Regional economics
• Agriculture
• Economic development
• Cooperation

agricultural cooperatives, branding, categorical regression model

Περιέχει πίνακες, σχήματα και βιβλιογραφία

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