SUMMARY:The differentiation process by quality attributes continues to be an ongoing issue in the Spanish olive oil market. In addition, there is a significant percentage of uninformed consumers with erroneous and confusing ideas concerning this product of daily use. By estimating a hedonic price function using multiple regression analysis, this paper examines the price structure of extra virgin olive oil (EVOO) as well as the contribution of its attributes to the consumers' utility function in comparison with other olive oils. The price and attributes have been collected from the labelling of the products at the main supermarkets in two olive oil-producing cities of southern Spain. The results show that the EVOO price is higher in products whose labels clearly indicate either the acidity or the olive variety, and bear the "Certified Quality" of the Andalusian logo. Nonetheless, several key attributes for a differentiation of quality were no significant such as flavor and PDO. The evaluation of these attributes implies the emergence of an incipient differentiation process. Furthermore, brands have an impact on the price of EVOO but it depends on whether they are private or manufacturer's brands. This study provides insight into the Andalusian EVOO market as well as guidance for marketing strategies.KEYWORDS: Andalusia; Attributes; Box-Cox; Differentiation; Hedonic price function; Implicit price RESUMEN: ¿Se está llevando a cabo un proceso de diferenciación en el mercado del aceite de oliva virgen extra? Un enfoque hedónico. La diferenciación entre calidades de aceite de oliva es una tarea aún pendiente del sector oleícola, que se enfrenta a una gran cantidad de consumidores desinformados, que tienen ideas confusas y erróneas sobre un alimento de uso cotidiano. A través de la estimación de la función de precios hedónicos, este trabajo analiza la estructura del precio del aceite de oliva virgen extra (AOVE) así como los atributos que le añaden o le restan valor, con el objetivo de identificar en qué medida el mercado está poniendo en valor determinados atributos que diferencian al AOVE de otros aceites de oliva. La información necesaria sobre precios y atributos ha sido obtenida a partir del etiquetado de los productos presentes en las principales cadenas de supermercados de dos ciudades productoras de aceite de oliva de Andalucía. Los principales resultados muestran que el precio de un AOVE será mayor si en su etiqueta aparece la acidez o la variedad de aceituna, y si tiene el sello de "Calidad Certificada" de Andalucía, atributos que en efecto suponen la emergencia de un proceso, aún incipiente, de diferenciación del AOVE. Las marcas comerciales también tienen un importante impacto sobre el AOVE, pero éste depende de si se trata de una marca de distribuidor o de una empresa líder del sector. Esta información es interesante para conocer el mercado andaluz actual y puede servir a los productores para orientar posibles actuaciones dentro del marketing mix.
Refined olive oil (ROO) and extra virgin olive oil (EVOO) categories are different products with respect to their objective quality. Nevertheless, this quality gap is not reflected in the purchase behaviour of consumers in Spain, which is the main producer country worldwide. On the basis of economic theory, the price gap could be a part of the explanation; however, the objective price gap between EVOO and ROO has been on average around €0.40 kg since the 2007/2008 crop year in Spain. Therefore, this paper contributes to a more in-depth understanding of those factors, besides price, affecting consumers' decision-making process in olive oil markets. We examine how consumers build their purchase preferences towards two products - namely EVOO and ROO-based on their evaluative judgements shaped by person-related and environmental factors. In doing so, a theoretical model is proposed and an empirical application in southern Spain is presented, using variance-based structural equation modelling (SEM) by means of partial least squares path modelling (PLS). The results show how attitude towards EVOO and ROO play a key role in explaining both EVOO and ROO consumption. In addition, taste preferences are shown to have an overriding moderator effect on the relationship between attitude towards ROO and consumption. Negative anticipated consequences regarding EVOO are core to shape consumers' attitude towards ROO and also influence attitude towards the own product. Meanwhile, healthy shopping habits affect mainly attitude towards EVOO and the perceived value of private brands influences attitude towards ROO.
This paper presents data conducted to analyse consumer behaviour in agri-food markets, where product differentiation failures occur, with the aim of disentangling the roles played by both consumer information and inferences made from informational stimuli. We thus examined consumer knowledge structures and brand credence related to attitudes towards a particular foodstuff and a product alternative, as well as the actual consumption of the foodstuff. To do so, the selected case study was the olive oil markets in Spain, given that products such as extra virgin olive oil (EVOO) and refined olive oil (ROO), that differ in terms of intrinsic features, become undifferentiated. The data of the observed variables were collected from 700 regular buyers from an online panel at the household level in southern Spain. The data were processed using both Excel for checking, cleaning and descriptive purposes and ADANCO 2.0 (Dijkstra and Henseler, 2015) [1] for performing the model estimations.
2013, la sostenibilidad de la agricultura se ha convertido en uno de sus principales objetivos estratégicos. En este sentido, en el presente trabajo se lleva a cabo un análisis comparado de la sostenibilidad del olivar ecológico y del olivar convencional en una comarca andaluza (Los Pedroches), a fin de hallar las posibles diferencias en sus diferentes componentes (económica, sociocultural y ambiental). Esta comparación resulta de interés en la medida que sus resultados podrían justificar un tratamiento diferente desde la perspectiva del apoyo público que reciben.
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