What it reveals Nielsen for Greek consumers

As David defeated Goliath, and so many local businesses have not only managed to survive against the… multi-ethnic competition, but also to flourish in a highly globalised environment.
The best example on Greek soil, is the victory of the Goody versus the american giant mcdonald’s, the state prevalence of Greek industrialists bottled water compared for.x. Nestle, the bloom of Greek production companies beverage against Coca-Cola and national brands of beer and μικροζυθοποιών.
Particularly with regard to the last category, i.e. the market of beer, there is a specific answer, and other categories of products, such as.x. the Greek coffee.
Can well the market of beer to be controlled by two international giants, Heineken (Athenian Brewery) and the Carlseberg (Olympic Brewery), some of the flagship products, however, have a Greek root. Besides, both companies have “played” the card of greekness, of the footprint on the national economy and the local production, which not only covers the internal market, but also part of the exports they carry out.
Of course, the traditional definition of country of origin, as stated in a recent survey of Nielsen, has been entangled to a great extent, with a virtual “local” brands that are actually produced abroad, with foreign brands that have production presence in local markets and with global brands that are in a market for so long that many consumers are perceived as local. This is not a Greek originality. Something similar is happening at the global level where the brand of origin can be an extremely valuable asset for both a global player and a local, as noted in the same Nielsen study which examines if in this globalised environment the “Made in” plays a role in consumer behavior.
The answer, on the basis of what was stated to 30,000 consumers from 61 countries who participated in this research, is that it plays. According to the survey results, almost 75% of respondents globally said that the origin of the brand is important, or more important than other factors such as.x. the price or the quality. With 59% of respondents on a global level, it is always, to states that buying local brands because in this way supports local businesses.
And if on a global level “only” 6 out of 10 consumers say they buy local brands to support local businesses, in Greece this percentage reaches 81%. So eight out of 10 Greek consumers (81%) have indicated to the research of Nielsen, you are buying local brands because in this way contribute to the support of the local economy. At the same time 9 out of 10 Greek consumers stated that they prefer local fruits (89%), vegetables (89%), seafood (89%), meat (88%) and yogurt (88%).
Of course, the question is if, in fact, 8 in 10 Greek consumers buy local brands, that exactly define the term local product and if.x. 9 out of 10 buy really local meat, or they believe that buying local meat. Because on the basis of the import figures of the last six years, it is not apparent that patriotic consumerism. What emerges is that the Greece with or without the crisis continues to buy imported goods, spending a year at about 30 billion. euro, i.e. cumulative in the period 2010-2015 spent for imports of goods excluding petroleum products of about 190 billion. euro.
In particular, it relates to the meat, except for chicken and lamb – goat where the largest quantities consumed are produced in the country, the veal and the pork meat consumed is mostly imported. It is an open secret that every year we import meat products worth over 1.1 billion. euros (official statistics, 2014), fishery products value of 377 million. euro (2014), dairy value of 850 million. euro and φρουτολαχανικά value of over 650 million. euros (data from 2014).
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