Olive oil consumer behaviour in Chania
1996
Abdel El-Kader, S.
The role of olive oil in the European Union and in Greece is briefly examined. In this study the international olive oil market and the Greek olive oil market are described. Qualitative and quantitative consumer researches were carried out in the municipality of Chania, Crete to identify consumers' attitudes and perceptions as well as the evaluation of the significant criteria determining the consumer purchasing behaviour of olive oil. The consumption of olive oil was found to be highly associated with the economic status and olive oil price and associated with age, marital status and the number of the household members. The advertising campaign has no significant impact on the consumers' choice of olive oil brand. Moreover the buying frequency, the type of olive oil containers, preferences of other oils and the increases of oil prices that induces the consumers to switch to different kinds of oils all found to be positively related to the total monthly income. Finally, the analysis revealed as well a lack of consumers information on olive oil categories and revealed a consumers health concerns.
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