IDEAS home Printed from
   My bibliography  Save this article

Consumer Preferences for Quality Foods from a South European Perspective: A Conjoint Analysis Implementation on Greek Olive Oil


  • Krystallis, Athanasios
  • Ness, Mitchell


The objective of the present study is to describe the preferences of younger, more educated and higher income Greek consumers for "quality" olive oil brands - quality being defined as a bundle of extrinsic quality cues such as quality assurance labels, health-related information, country-of-origin indication, bottling material and price. The aim of the research is, with the implementation of a conjoint analysis task, to describe and analyze consumer preferences using a random, stratified, sample of urban consumers. The extrinsic quality attributes of olive oil, strongly linked to a previous qualitative, Means-end Chains (MEC) analysis survey, is used as starting points for the development of conjoint profiles. Special emphasis is given to the development and evaluation of different quality marketing mixes and the analysis of the importance consumers attach to the series of extrinsic quality cues used. The identification of different consumer segments in terms of this importance and the development of their socio-demographic and behavioral profile is also mphasized. The final step of the research is the measurement of demand for quality through the calculation of potentially larger market shares across segments of different quality hypothetical) brands in comparison to the common (real).

Suggested Citation

  • Krystallis, Athanasios & Ness, Mitchell, 2005. "Consumer Preferences for Quality Foods from a South European Perspective: A Conjoint Analysis Implementation on Greek Olive Oil," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 8(02).
  • Handle: RePEc:ags:ifaamr:8161

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Spencer Henson, 1996. "Consumer Willingness To Pay For Reductions In The Risk Of Food Poisoning In The Uk," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1-4), pages 403-420.
    2. Mackenzie, Dorothy, 1990. "The green consumer," Food Policy, Elsevier, vol. 15(6), pages 461-466, December.
    3. Batt, Carl E & Katz, James E, 1997. "A conjoint model of enhanced voice mail services. Implications for new service development and forecasting," Telecommunications Policy, Elsevier, vol. 21(8), pages 743-760, October.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Sandro Sillani & Alessandro Esposito & Teresa Del Giudice & Francesco Caracciolo, 2014. "Le preferenze dei consumatori della provincia di Trieste per l’olio extra vergine di oliva d’alta gamma," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 16(1), pages 139-155.
    2. Garavaglia, Christian & Mariani, Paolo, 2015. "How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy," 145th Seminar, April 14-15, 2015, Parma, Italy 200376, European Association of Agricultural Economists.
    3. Di Vita, Giuseppe & D'Amico, Mario & La Via, Giovanni & Caniglia, Elena, 2013. "Quality Perception of PDO extra-virgin Olive Oil: Which attributes most influence Italian consumers?," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 14(2), June.
    4. Luisa Menapace & Gregory Colson & Carola Grebitus & Maria Facendola, 2011. "Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 38(2), pages 193-212, June.
    5. Caputo, Vincenzina & Aprile, Maria Carmela & Nayga, Rodolfo M., Jr., 2011. "Consumers’ Valuation for European food quality labels: Importance of Label Information Provision," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114324, European Association of Agricultural Economists.
    6. Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, vol. 37(4), pages 355-365.
    7. Ronen, Eyal, 2017. "The Trade-Enhancing Effects of Non-Tariff Measures on Virgin Olive Oil," MPRA Paper 83753, University Library of Munich, Germany.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ifaamr:8161. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.