Purchase involvement methodology and product profiles: the case of cheese products in Greece

The article examines how purchase involvement theory can be used to assist marketing management in making more effective marketing mix decisions. The relationships between product purchase involvement and its antecedents are analysed, using examples from the Greek market for cheese. Mechanisms for measuring purchase involvement are identified. Product profiles are constructed for varieties of cheese and their usefulness as a segmentation tool is discussed. Implications of the results for marketing management and areas for further research are identified.