As immigration to Greece has increased dramatically over the last 10 years, Procter & Gamble has identified the need to collect data and adjust its strategies in order to effectively respond to the gradually changing Greek macro-environment. This transformation of the Greek society and of the Greek market led P&G to sponsor the project concerning the consumer behaviour of immigrants and its effects on P&G’s different product categories. This report includes the citation of the demographic characteristics and the consumer profile of immigrants, and more specifically Albanians and Bulgarians, the analysis of the results of the market research conducted by GFK on behalf of P&G in the laundry detergent, feminine care and baby diapers categories and the citation of recommendations in order for P&G to address more effectively the immigrant population.
