The Structure of Preferences of Olive Oil Importers: The Country of Origin Effect

Mera, Antonio Chamorro; Román-Suero, Beatriz; Galán, María del Mar García

doi:10.1080/10454446.2020.1802380

Cited by 8 publications

(9 citation statements)

References 32 publications

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“…The variables expressed in the first cluster, “ locally produced olive oil consumers ”, highlight the importance that consumers attach to local production, considered to be of higher quality. This outcome is consistent with previous findings (Chan-Halbrendt et al , 2010), thus emphasizing the importance that small niche markets have for the olive oil trade (Di Vita et al , 2015) since consumers have more trust in the quality of local processors (Carlucci et al , 2014; Chamorro et al , 2020). Although our sample comes from northern Italy, this cluster found a high number of consumers of southern Italian origin; many of them show a strong bond with their parents' southern roots.…”

Section: Discussionsupporting

confidence: 92%

“…Regarding geographical origin and consequently the role of the country-origin effect on consumer choices, recent studies have emphasized how highly significant it is (Mtimet et al , 2011; Dekhili et al , 2011; Bimbo et al , 2020; Trentinaglia et al , 2021). The importance attached to the origin cues and consumer preference is not universal since it varies according to market characteristics and depends on the reputation and image of the producing region (Chamorro et al , 2020; Dekhili and d'Hauteville, 2009); therefore it can be considered as a very important product attribute which, can be implicitly, albeit partially, included in PDO and PGI signals.…”

Section: Theoretical Background Of Olive Oil Categoriesmentioning

confidence: 99%

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Premium, popular and basic olive oils: mapping product segmentation and consumer profiles for different classes of olive oil

Vita

Zanchini

Gulısano

et al. 2021

BFJ

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PurposeUrban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify specific market segments which allow for the definition of homogeneous olive oil consumer targets.Design/methodology/approachThis study was based on the stated preferences of consumers and emphasizes the role that different quality scales of olive oil have in the eye of the consumer. The data, collected through a questionnaire, were analysed by means of inferential and multivariate statistics techniques, that is, the study specifically entailed a factorial and cluster analysis.FindingsThis paper explores olive oil market segments broken down by the different quality levels of existing products, thus trying to identify main consumer preferences. Our outcomes suggest the existence of three main quality classes of olive oil consumer: basic, popular and premium.Research limitations/implicationsEven though we gathered data and information from a broad sample, the study does not fully reflect the average Italian population since we based our study on a convenience sample of northern Italian consumers. A more extended sample is needed to test our hypothesis in other regional areas.Practical implicationsThe outcomes derived from this study provide useful insights both for marketers and olive oil producers by allowing more efficient strategic decisions in terms of product segmentation.Originality/valueThis study, aimed at matching olive oil market segments and consumer preferences, shows the existence of three well-defined quality classes of olive oil consumer: basic, popular and premium. In addition, this study ascertains for the first time how the attitude towards local products is positively influenced by family origin as a result of an inter-generational attitude.

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Section: Discussionsupporting

confidence: 92%

Section: Theoretical Background Of Olive Oil Categoriesmentioning

confidence: 99%

Premium, popular and basic olive oils: mapping product segmentation and consumer profiles for different classes of olive oil

Vita

Zanchini

Gulısano

et al. 2021

BFJ

View full text Add to dashboard Cite

show abstract

“…The category of olive oil, directly related to quality, also affects the consumption of olive oil, as confirmed by the results of the model in Table 4. The country of origin is usually an important extrinsic olive oil attribute that influences consumers to buy the product (Chamorro-Mera et al, 2020).…”

Section: Resultsmentioning

confidence: 99%

Achieving economic sustainability by eco-labelling: Case study of Croatian olive oil and foreign consumers

OPLANIĆ¹,

XHAKOLLARI²,

CERJAK³

et al. 2022

JCEA

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Economic sustainability is often the first to be achieved in small-scale production such as olive growing and olive oil production in Croatia. Tourists occupy an important market for Croatian olive oil in terms of olive oil sales at destinations.To achieve economic sustainability, it is necessary to research the international market of olive oil, and by extension, it is necessary to explore the behaviour, perceptions, and preferences of consumers. Therefore, in this study, field research was conducted on a sample of foreign visitors during their stay at the destination, Istria and Primorje-Gorski Kotar County, Croatia. A significant share of respondents sampled bought olive oil during their stay in Croatia, and the predictor variables for having done so were: extrinsic attribute eco-label on the olive oil bottle and positive perceptions toward characteristics of Croatian olive oil. On the other hand, the frequency of consumption was affected by intrinsic attributes such as olive oil taste, category, and country of origin. Running PCA analysis, three major components were identified: 1) intrinsic characteristic, 2) extrinsic characteristic, 3) price. These components were used for the purpose of market segmentation by applying a two-step cluster analysis. A total of four clusters were identified: 1) "The experts", 2) "Indifferent consumers", 3) "Price sensitive" and 4) "The gourmands". For the sake of developing sustainable business of Croatian olive oil, producers shall find clusters "The experts" and "Price sensitive" to be most suitable. In addition, further efforts to increase the production of eco-certified olive oil should be taken.

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“…This methodology assumes that consumers perceive a product or a service as a set of intrinsic and/or extrinsic attributes associated with it [60][61][62]. The scientific literature has different applications of conjoint analysis to the agri-food sector [20,45,46,[63][64][65]. This technique offers a useful tool for analyzing ideal product mixes, that is, the potentially best offer profiles for a given market [66].…”

Section: Conjoint Analysis Experimental Plan and Analysesmentioning

confidence: 99%

The Importance of Region of Origin in Sparkling Wines: An International Analysis of Consumers’ Perception

Casolani,

Ciccarelli,

Perito

et al. 2024

Sustainability

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Consumers’ perception of the region of origin represents a critical issue for building a valuable and sustainable business in the wine sector. The aim of this study is to investigate the role of the region of origin in Italian sparkling wines, comparing consumers’ perception of emerging wines with a designation of origin in regions not traditionally associated with sparkling wine production (Abruzzo and Romagna), with an affirmed brand (Prosecco) and with generic Italian sparkling wine. The three most important markets for Italian sparkling wines (Italy, the USA, and the UK) are considered. The importance of the region of origin is analyzed within a set of wine attributes, including color and sugar content, applying the conjoint analysis technique to simulate realistic market conditions, offering multiple options for wine attributes. There is no cumulative effect of the perception of wines with a Protected Designation of Origin in the three markets since consumers who positively perceive a specific designation do not extend this positive perception to others in comparison with generic sparkling wine. Positive and negative utilities associated with each designation of origin are calculated and used to discriminate consumers according to socio-demographic variables, consumers’ behavior, and attitudes.

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The Structure of Preferences of Olive Oil Importers: The Country of Origin Effect

Cited by 8 publications

References 32 publications

Premium, popular and basic olive oils: mapping product segmentation and consumer profiles for different classes of olive oil

Premium, popular and basic olive oils: mapping product segmentation and consumer profiles for different classes of olive oil

Achieving economic sustainability by eco-labelling: Case study of Croatian olive oil and foreign consumers

The Importance of Region of Origin in Sparkling Wines: An International Analysis of Consumers’ Perception

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