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Place de l'origine dans la qualité et dimensions de l'image : perceptions des experts Français et Tunisiens, cas de l'huile d'olive

Listed author(s):
  • Dekhili, S.
  • D'Hauteville, F.

The literature in marketing indicates that the country (or region) of origin may be an attribute of a product. However practically its use as a competitive advantage is less than efficient, due to insufficient definition of the images associated to these regions. This paper explores some the dimensions of the image of a country (region), using olive oil as a case study on the basis of a recent model tested by Van Ittersum and al. (2003). In order to take in account cultural differences, we conducted interviews with experts in olive oil sector from two countries, Tunisia and France (Delphi method). 15 experts was selected, and 2 turns was realised in each country. Results show that consumption habits are depending on nationalities. Tunisian consumers are more familiar with the product, which may explain the consideration of many intrinsic attributes. Whatever the consumer nationality, geographic origin is an important choice cue and a quality judgement indicator. It is more interesting to consider the region level for the characterisation of the olive oil. The image is multidimensional. Our results suggest that we should include further dimensions to the Van Ittersum model, such as the variety of olives and the reputation of a producing country in terms of food safety. From a managerial point of view, these first results support the idea that a national policy promoting region of origin as a quality attribute might be relevant in both countries. ...French Abstract : Nous nous proposons de déterminer les dimensions de l'image Pays/Région d'origine dans le cas de l'huile d'olive, en nous basant sur un modèle récent testé par Van Ittersum et al. (2003). Pour tenir compte des différences liées à la culture, nous avons réalisé ce travail dans deux pays de traditions différentes : la France et la Tunisie. Dans chaque pays, nous avons mené des enquêtes avec des experts de la filière oléicole (méthode Delphi). 15 experts ont été sélectionnés et deux tours ont été effectués, dans chaque pays. Il ressort que les habitudes de consommation sont très différentes selon le pays. Mais quelle que soit la nationalité des consommateurs, l'origine géographique constitue un critère de choix important et un facteur de jugement de la qualité. Il apparaît que le niveau " Région " pourrait être plus pertinent que le niveau " Pays " pour la caractérisation de l'huile d'olive. Nous retrouvons les deux dimensions mises en évidence par Van Ittersum et al. (2003), les conditions naturelles (climat, sol) et le facteur humain (savoir-faire de transformation et de production, habitudes et traditions locales). Nous constatons que la variété et l'hygiène alimentaire, constitueraient deux nouvelles facettes déterminantes de l'image région d'origine, dans le cas de l'huile d'olive. D'un point de vue managerial, ces premiers résultats soutiennent l'idée qu'une politique nationale mettant en avant la région d'origine comme attribut de qualité peut être appropriée dans les deux pays.

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Paper provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro - Montpellier, France in its series Working Papers MOISA with number 200602.

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Date of creation: 2006
Handle: RePEc:umr:wpaper:200602
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