Análisis del comportamiento y actitudes del consumidor respecto a los aceites de oliva y de las prácticas del sector olivarero para satisfacer su demanda: el caso de las denominaciones de origen protegidas en Andalucía

This research has three basic objectives. After analyzing the structure of the olive-oil market in Europe, Spain and Andalusia, we study consumer attitude and behaviour regarding olive oils, in general, and differentiated quality, in particular, especially PDO Andalusian olive oils. Subsequently, we develop and apply a methodological framework integrating consumer expectations regarding the attributes of olive-oil quality and potential production practices, processing, distributing and marketing to meet those expectations. For this, we have designed a questionnaire to identify, among other aspects, the profile of different consumers and their purchasing habits, consumption and their preferences for olive oil, in general, and PDO, in particular; another questionnaire to identify and to integrate consumer preferences for olive oil and practices in the sector most likely to meet these requirements. Different techniques and statistical methods were used to analyze the compiled information: probit models, factor analysis, conjoint analysis (CA) and the quality function deployment (QFD). Currently, the application of QFD in the food sector is very limited, with no studies of its use in the olive sector, which highlights the value of this research as practical and innovative in this field. Results show that the quality of olive oil most desired by consumers incorporates both of its organoleptic aspects, chemical and sensory characteristics, as well as socio-cultural and environmental characteristics. These results also indicate the extent to which demographic characteristics and lifestyle of the respondents influence their attitudes toward knowledge, and consumer willingness to pay for certified PDO oils. According to previous results we can state that the differentiation of Spanish olive oils based on the use of some alternative certifications related to the territory, specifically the Protected Designations of Origin may be an effective strategy for attaining benefits in a competitive market, thereby taking advantage of the distinctive features of the natural environment and the typical method of preparation in each territory. Finally, we propose a number of findings useful in designing strategies to improve knowledge of oils certified PDO and to encourage consumption and to exploit its potential as a mark of quality for optimal satisfaction of social demand on the quality olive oil