conjoint analysis

wine consumption

consumer preferences

fish consumption

willing pay

organic food

food products

preference mapping

taste

Food quality and preference

• We study consumer preferences for olive oil across four countries (Denmark, France, Tunisia, US). • Consumers prioritize type, price, prior experience, and country of origin. • While attribute importance varies across countries, their relative ranking is almost identical. • Three-segments emerge: “Quality Seekers”, “Price Conscious”, and “Guarantee Seekers”. In this paper, we study consumer preferences for olive oil across four countries (Denmark, France, Tunisia, and the US). Based on a large-scale study with olive oil consumers (N = 3,462), we use the Best-Worst Scaling method to measure perceived importance for product attributes known to influence consumer choice. Our results show that consumers across all countries rate type, price, prior experience, and country of origin as important product attributes. On the other hand, packaging, label design, and brands are considered as less important product attributes. While the perceived importance for olive oil attributes differs across countries, the order of importance is almost similar for all countries. We further derive a three-segment solution and describe each segment based on its attitudinal beliefs, usage, and socio-demographic profile. We discuss implications for the study of consumer preferences for olive oil and provide managerial insights.

A cross-cultural study on consumer preferences for olive oil