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Lookup NU author(s): Dr Mitchell Ness
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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 emphasized. 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). © 2005 International Food and Agribusiness Management Association (IAMA). All rights reserved.
Author(s): Krystallis A, Ness M
Publication type: Article
Publication status: Published
Journal: International Food and Agribusiness Management Review
Year: 2005
Volume: 8
Issue: 2
Pages: 62-91
Print publication date: 01/04/2005
ISSN (print): 1096-7508
ISSN (electronic): 1559-2448
Publisher: International Food and Agribusiness Management Association
URL: http://purl.umn.edu/8161
