Preference disaggregation analysis in agricultural product consumer behaviourPreference disaggregation analysis in agricultural product consumer behaviour Κεφάλαιο σε Βιβλίο Book Chapter 2015-10-191995enThis article presents an accomplishment of the disaggregation analysis on the agricultural products consumer preferences. This is an alternative methodology to the product design problem in the area of agricultural marketing. This methodology applies a preference disaggregation analysis for each consumer separately in order to specify new brand ideas with the maximum possible ideas. Techniques related to market penetration strategy formulation are also utilised in the new product development. Finally, some characteristic results are presented through the implementation of the disaggregation model based on preferential data which are collected in the French olive oil markethttp://creativecommons.org/licenses/by/4.0/Advances in Multicriteria Analysis Matsatsinis Nikolaos Ματσατσινης Νικολαος Grigoroudis Evangelos Γρηγορουδης Ευαγγελος Siskos, Yannis Baourakis, George Springer Verlag Preference disaggregation analysis Consumer behaviour Agricultural marketing