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Consumer Preferences for Olive Oil in Tirana, Albania


  • Chan-Halbrendt, Catherine
  • Zhllima, Edvin
  • Sisior, Gwendalyn
  • Imami, Drini
  • Leonetti, Luciano


Increase in urban middle income consumers along with consolidation of the retail sector has created changes in olive oil consumption preferences in Albania. The objective of this study is to inform stakeholders in the olive oil industry about consumer preferences. A Conjoint Choice Experiment (CCE) was used to design the survey and latent class approach used to analyze the data. The results show a strong preference for domestic olive oil and small niche markets that cater to specific consumers. The study also shows a gap between preference and reality that needs to be addressed by the stakeholders in the olive oil industry.

Suggested Citation

  • Chan-Halbrendt, Catherine & Zhllima, Edvin & Sisior, Gwendalyn & Imami, Drini & Leonetti, Luciano, 2010. "Consumer Preferences for Olive Oil in Tirana, Albania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 13(3).
  • Handle: RePEc:ags:ifaamr:93559

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    References listed on IDEAS

    1. Pilar Useche & Bradford L. Barham & Jeremy D. Foltz, 2006. "Integrating Technology Traits and Producer Heterogeneity: A Mixed-Multinomial Model of Genetically Modified Corn Adoption," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(2), pages 444-461.
    2. Dooley, Frank J. & Kurtz, Matthew M., 2001. "The Effect Of A Changing Market Mix In Seed Corn On Inventory Costs," 2001 Annual meeting, August 5-8, Chicago, IL 20741, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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    Cited by:

    1. Mtimet, Nadhem & Ujiie, Kiyokazu & Kashiwagi, Kenichi & Zaibet, Lokman & Nagaki, Masakazu, 2011. "The effects of Information and Country of Origin on Japanese Olive Oil Consumer Selection," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114642, European Association of Agricultural Economists.
    2. 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.
    3. Drini Imami & Engjell Skreli & Edvin Zhllima & Aban Cela & Olta Sokoli, 2015. "Consumer preferences for typical local products in Albania," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 17(3), pages 11-29.
    4. Skreli, Engjell & Imami, Drini, 2012. "Analyzing Consumers’ Preferences for Apple Attributes in Tirana, Albania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 15(4).
    5. Imami, Drini & Zhllima, Edvin & Canavari, Maurizio & Merkaj, Elvina, 2013. "Segmenting Albanian consumers according to olive oil quality perception and purchasing habits," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 14(1), January.


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