Exploring Turkish Olive Oil Consumer Behaviour Using Conjoint Analysis

Abstract

Consumption of olive oil is considered important for preserving a healthy and relatively disease-free population. The Mediterranean diet has significant protective effects against cancer and coronary heart disease. Consumption of olive oil must be increased, therefore, due to dietary and health concerns. The aim of this study was to explore Turkish olive oil consumer behavior using conjoint analysis and to determine the best product quality set which maximizes the total customer utility. For this end, conjoint analysis in the SPSS was done with 250 household survey data. The results of this
research show that the most important three factors on olive oil demand are its olive oil type, package and price, respectively. On the other hand, the best product quality set is virgin olive oil type, tin box package, strong taste, yellow color, sold in the hypermarket at 5 €/lt and with promotion. Results indicate that consumers prefer olive oils with virgin type, low price, strong tasted, yellow color and promotion. As a result, virgin olive oil's protective function has a beneficial effect on human health and nutrition; therefore, thier penetration ratio should be rapidly increased, and their consumption should be made incentive.