Segmenting Albanian Consumers According to Olive Oil Quality Perception and Purchasing Habits

By Imami, Drini; Zhllima, Edvin et al. | Agricultural Economics Review, January 1, 2013 | Go to article overview

Segmenting Albanian Consumers According to Olive Oil Quality Perception and Purchasing Habits


Imami, Drini, Zhllima, Edvin, Canavari, Maurizio, Merkaj, Elvina, Agricultural Economics Review


Abstract

The objective of this paper is to analyze consumer purchasing behaviour and preference for olive oil, in the Albanian context of a weakly enforced public and private quality assurance system. A consumer survey was administered at retail outlets in Tirana. Data analysis was performed using descriptive statistics and a two-step cluster analysis to identify homogeneous groups within the sample. The results indicate that most consumers perceive the quality of olive oil they consume to be very high and tend to rely on and trust in the producers/suppliers of the product, rather than public institutions as a guarantee of the quality and safety of olive oil purchased.

Keywords: consumer behavior, olive oil, food quality, two-step cluster analysis, Albania

Introduction

The olive and olive oil industry is one of the most important sectors in Albania's agriculture, with almost 1/3 of the farms in the country or 118,000 farms being involved in this type of production activity (MoAFCP, 2009). Within a 10 year period, between 2000 and 2010, the demand for olive oil increased and the latest FAO figures on the supply of olive oil indicate that in 2009, Albanians consumed 0.6 kg of olive oil per capita per year (Zhllima et al, 2012). However, this is far less than the average consumption in other Mediterranean countries where olive oil is very popular, such as Greece (14.9 kg/capita), Italy (13.8 kg/capita) and Spain (11.5 kg/capita), but quite similar to consumption patterns of other Western Balkans countries, such as Montenegro (0.5 kg/capita), the former Yugoslav Republic of Macedonia (0.9 kg/capita) and Serbia (0.1 kg/capita) (FAO, 2012).

One of the key challenges facing this industry, as in the whole of the Albanian agrifood system, is the issue of food quality and safety enforcement (WB, 2007; Imami et al., 2011). Recently, the olive and olive oil industry in Albania has been studied, with a focus both on the analysis of supply (DSA, 2010; Skreli et al., 2009; Mane and Kapaj, 2009) and on consumer preferences for olive oil and table olives (Chan-Halbrendt et al., 2010; Zhllima et al, 2011). However, consumer studies have been focused mainly on consumer preferences for various product attributes only, without exploring consumer perception of the overall quality of the olive oil they consume, and the types of quality assurance used. The aim of this work is to explore these understudied aspects of this product.

The objective of this research is to analyze consumer purchasing behavior and preferences for olive oil, in a context of a weakly enforced public and private food safety and quality assurance system. Quality and safety are often considered separately, but in this context food safety can be considered the most basic aspect of food quality, and thus in this study these two aspects were considered simultaneously. Food safety is of important public interest, but it is also a highly relevant quality attribute for marketers, traders, and consumers (Canavari et al., 2010). This research aims to provide answers to the following research questions:

* Which are the main signals of a (perceived) quality guarantee for consumers?

* Which are the strategies adopted by consumers to obtain higher quality olive oil?

* How do consumer socio-demographic factors affect consumer perceptions and behavior?

This study, focused on consumer behaviour regarding olive oil can benefit Albanian olive oil producers and policy-makers, to initiate and facilitate more efficient marketing strategies for the private sector and to support government policies in the industry, particularly pertaining to quality guarantee strategies. An outcome of the analysis was the classification of consumers into clusters based on their perception of olive oil quality, consumption patterns and socio-demographic variables. These clusters may represent market segments to be targeted by producers and traders with differential and appropriate marketing strategies. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Segmenting Albanian Consumers According to Olive Oil Quality Perception and Purchasing Habits
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.