Preference for olive oil consumption in the Spanish local market

Abstract

It is becoming ever more important for the olive oil industry in Spain to adopt a business strategy based on client orientation. In this sense, the objective of this paper is to identify the preferences of olive oil consumers and propose a series of business strategies for the producing sector. The methodology consisted in a survey of 404 olive oil consumers during the months of January and February 2013, whose preferences were determined through several multivariate techniques (conjoint analysis, consumer segmentation and a simulation of market share). The preferred olive oil is low priced, extra virgin and organic. The type of bottle does not appear to be relevant in the buying decision process, although it might be a factor in increasing market share. The current economic crisis has resulted in the emergence of two consumer segments; 67.1% of consumers selected the olive oil they buy on the basis of price and 32.9% were guided by the product's specific attributes, which include, for example, organic production, which can be another differentiating element for producing companies.

Influence of ethnocentrism on consumer preference patterns: the case of olive oil in Portugal

“…The final result of the Conjoint program permits estimating the partial utilities of each attribute and the total utility of each profile (Espejel and Fandos, 2008;Menapace et al, 2011;Imani et al, 2013;Erraach et al, 2014;Bernabéu et al, 2016). Using the partial utilities of each respondent to determine consumer preference structure, the relative importance (RI) of the attributes of each of them was calculated, as well as the proportion of the range assigned to each attribute over the total range variation (Halbrendt et al, 1991;Hair et al, 1999).…”

Not Seeing the Forest for the Trees: The Impact of Multiple Labelling on Consumer Choices for Olive Oil

“…Applications that identify consumer preferences or intention to purchase for the product studied here, EVOO, exist for both the PDO (i.e., [11][12][13][14]) and organic production labels (i.e., [15,16]). Studies focusing on both labels simultaneously are less common.…”

Análisis de las preferencias de los consumidores españoles hacia la miel de producción social y ambientalmente responsable frente a la de Comercio Justo

“…Dentro de estos, se ha elegido la metodología del análisis conjunto porque permite determinar la importancia relativa de los atributos y niveles que definen un producto, así como el valor económico que el consumidor otorga a la presencia o ausencia de dichos niveles. Como consecuencia de su funcionalidad y practicidad es una técnica ampliamente utilizada en los estudios de preferencias en el sector agroalimentario (Mesias et al 2013, García-Torres et al 2016, Donadini et al 2016, Heide & Olsen 2017, Endrizzi et al 2015, Bernabéu & Díaz 2016.…”

“…Por otra parte, es destacable la alta significación del conocimiento previo acerca del Comercio Justo, sus características o los logos que representan este tipo de producción, y que suponen una mayor probabilidad en el consumo de los mismos (Rousseau 2015, Van Loo et al 2015, Zander & Hamm 2010. Este resultado coincide con otros estudios (Bernabéu & Díaz 2016, Pedregal & Ozcaglar-Toulouse 2011, que identifican este hecho con la aceptación de los consumidores (el rechazo en caso de falta de conocimiento) a comprar Comercio Justo.…”