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

Author

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  • Krystallis, Athanasios
  • Ness, Mitchell

Abstract

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
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    File URL: http://purl.umn.edu/8161
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    References listed on IDEAS

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    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.
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    Citations

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    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.

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