Market Segmentation Using Intrinsic Product Attributes: Evidence From the Tunisian Olive Oil Market

With the aim to expand the olive oil market to a larger number of consumers who are not familiar with the sensory characteristics of virgin olive oil, the use of novel products known as “flavored olive oils”, obtained by adding different kind of spices and aromatic herbs, is spreading in many countries. In order to test consumer acceptability of this type of product, in a country (Tunisia) in which virgin olive oil is regularly consumed, flavored olive oils were prepared by adding aromatic extracts of thyme, oregano, a mix of herbs (used as pizza seasoning), rosemary, and basil to a monovarietal Chemlali virgin olive oil and a consumer test on 206 subjects was performed. Selected quality parameters (free acidity, peroxide number, oxidative stability, specific absorption at K232 nm and K270 nm) were also measured and no significant variations were detected. Slight differences were found concerning the content of minor compounds (chlorophylls, carotenoids and total phenols). On the other hand, notable differences were seen in the profiles of volatile compounds, which appeared to be responsible for the observed variability in consumer acceptance. Although the unflavored oil was more appreciated than the flavored ones, among the latter, thyme flavored olive oil was the most appreciated.

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Consumers' Beliefs, Demographics, and Development of Market Segmentation Strategy

Psychological Reports ◽

10.2466/pr0.1977.40.3.867 ◽

1977 ◽

Vol 40 (3) ◽

pp. 867-874

Author(s):

William O. Bearden ◽

Richard M. Durand

Keyword(s):

Market Segmentation ◽

Demographic Characteristics ◽

Marketing Strategies ◽

Product Attributes ◽

Marketing Manager ◽

Belief Structure ◽

Product Categories ◽

Segmentation Strategy ◽

Evaluative Beliefs ◽

Canonical Analyses

Evaluative beliefs underlying attitudes toward brands and demographic measures for a panel of 172 respondents were included as sets of variables in four canonical analyses, two brands in each of two product categories. The resulting canonical functions tentatively support the combination of consumers' beliefs about product attributes and the demographic characteristics of those consumers as a means of suggesting both specific segments of consumers and the nature of the belief structure within those segments. Given this type of information, the marketing manager can more effectively formulate specific aspects of marketing strategies for each relevant segment.

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Assess the impact of subjective norms of consumers' behaviour in the Greek olive oil market

Journal of Retailing and Consumer Services ◽

10.1016/j.jretconser.2013.09.003 ◽

2014 ◽

Vol 21 (2) ◽

pp. 148-157 ◽

Cited By ~ 7

Author(s):

G. Vlontzos ◽

M.N. Duquenne

Keyword(s):

Olive Oil ◽

Subjective Norms ◽

Oil Market ◽

The Impact

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Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market

European Review of Agricultural Economics ◽

10.1093/erae/jbq051 ◽

2011 ◽

Vol 38 (2) ◽

pp. 193-212 ◽

Cited By ~ 90

Author(s):

L. Menapace ◽

G. Colson ◽

C. Grebitus ◽

M. Facendola

Keyword(s):

Olive Oil ◽

Geographical Origin ◽

Oil Market

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Comparative Advantage of Turkish Olive Oil in Global Markets: An Empirical Analysis

Turkish Journal of Agriculture - Food Science and Technology ◽

10.24925/turjaf.v9i6.1114-1119.4360 ◽

2021 ◽

Vol 9 (6) ◽

pp. 1114-1119

Author(s):

Abdulmusa Sönmüş ◽

Mehmet Hanifi Aslan

Keyword(s):

Olive Oil ◽

Comparative Advantage ◽

Export Performance ◽

Oil Industry ◽

High Volume ◽

Index Formula ◽

Global Markets ◽

Oil Market ◽

Oil Performance ◽

Marketing Activities

Purpose: This study aims to reveal the comparative advantage of the selected countries in olive oil industry. These selected countries are the main olive oil producers and mainly located in Mediterranean Seacoast. Spain, Italy, Greece and Turkey will be the subject countries in this analysis and compared with each other in terms of their export performance and comparative advantage in olive oil industry globally. Olive oil industry has a volume of around 20 billion Euros every year. Design/methodology/approach: The data for the research was collected from mainly World Bank and trade ministries of subject countries. Revealed Comparative advantage Index (RCA) is used to compare the advantage of these countries in olive oil industry. These indexes found in this analysis will be added to the olive oil RCA indexes of these countries that are found in the previous researches. The obtained data were analyzed through RCA Index formula modeling. Findings:Consuming olive oil is increasing day by day over the world. The research results show that Turkey has comparative advantage in olive industry over Greece. Last few years, Turkey has improved its comparative advantage over Italy. Spain and Italy are the leading countries in olive oil industry in terms of comparative advantage. It has also been found that Turkey has consistently increase its advantage over the last decade. Practical implications: After the comparison of RCA indexes of Spain, Greece, Italy and Turkey, it is found that higher amount of production of olive oil is not enough itself to improve the competitiveness of a country in olive oil market. Branding, packaging and marketing activities that are supported by research and development expenditures are highly important factors for a consistent competitive advantage in olive oil industry. Olive oil consumers are highly motivated on the packaging and label of a product when it comes to olive oil. They usually trust Mediterranean brands comparing to others. Originality/value: The study answers the advantages of selected countries in terms of olive oil performance in global markets. Export performance of olive oil is much likely to improve the competitiveness of a country rather than a country that produces high volume of olive oil. Production itself is not enough to increase competitiveness of a country in olive oil market.

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Incidence of psychographic variables on purchasing behavior in an emerging olive oil market

British Food Journal ◽

10.1108/bfj-01-2018-0010 ◽

2018 ◽

Vol 120 (12) ◽

pp. 2924-2936 ◽

Cited By ~ 1

Author(s):

Rodrigo Romo-Muñoz ◽

Francisca Romo-Muñoz ◽

Jairo Stefano Dote-Pardo ◽

Ricardo Troncoso-Sepúlveda

Keyword(s):

Olive Oil ◽

Emerging Market ◽

Food Product ◽

Multinomial Logit Model ◽

Future Research ◽

Purchasing Behavior ◽

Content Type ◽

Oil Market ◽

Stratified Sample ◽

Research Studies

Purpose The study focused on the Chilean olive oil market. The purpose of this paper is to determine the incidence of psychographic variables in the purchasing frequency of this product in an emerging market. Design/methodology/approach A face-to-face survey was applied to a stratified sample in the Biobío Region (Chile). The food neophobia scale (FNS) and list of values (LOV) were used simultaneously to measure psychographic variables. A multinomial logit model was estimated to determine the relationship between olive oil purchasing frequency and psychographic variables. Findings Results suggest that psychographic variables can explain olive oil purchasing frequency in the Chilean market. For a new food product, neophilia and the values of external and hedonistic dimensions can explain the higher purchasing frequency of the product. Just as in other research studies, the combined use of psychographic and sociodemographic variables performed well in segmenting a new food market. Research limitations/implications Results should be interpreted for the purchasing behavior of a new food in the context of an emerging market. Future research should expand the geographic zone to apply the survey and incorporate other variables such as ethnocentrism or ethnic identity. Originality/value Most available research studies have investigated separately the incidence of both variables in food consumption in developed, cosmopolitan and intercultural markets. This is the first approach in jointly applying the psychographic variables FNS and LOV in an emerging market and using olive oil as a case study.

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