Marketing Responses of Greek Food Manufacturing Firms due to Economic Crisis

One of the essential requirements for firms to achieve successfully their survival, their performance and growth during crisis period is changes in their marketing strategy. The empirical research in this paper tries to investigate the changes in marketing strategies of 92 Greek food manufacturing companies during the economic crisis started in 2010. In order to achieve the above research aims, we obtained our empirical data from a questionnaire survey conducted in January- September 2014. Face-to face semi-structured interviews were conducted with managers at their place of business. Our results show that Greek food manufacturing firms increased their efforts on developing new products, increased their promotions targeting to consumers, increased their efforts on producing customized products and high quality products and targeting new markets abroad.