Organic Olive oil: Which Bottle Do Consumers Prefer?

G. Stavroulakis, N. Kalogeras, E. Stamataki, P. Drakos

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Abstract

ORGANIC OLIVE OIL : WHICH BOTTLE DO CONSUMERS PREFER? Stavroulakis G.1*, E. Stamataki2 , N. Kalogeras3 1Technological Educational Institute of Crete Romanou 3, 73133, Chania, Crete, Greece E-mail: gstav@her.forthnet.gr 2 Mediterranean Agronomic Institute of Chania Dept. of Economic and Management Sciences PO Box 85, 73100, Chania, Crete, Greece E-mail: eleni@maich.gr 3 Marketing and Consumer Behaviour Group, Social Sciences, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands E-mail: Nikos.Kalogeras@wur.nl Abstract The consumer preferences, perceptions and beliefs towards the extrinsic cue of packaging (bottling) is the main issue examined and discussed in this article. The present consumer based market survey was performed in the duty-free shops at the airports of three Greek cities: Chania, Heraklion and Rodos. The main research objective of this study was to identify consumers¿ assessment towards bottled organic extra virgin olive-oil in four different types (long, square, oval, round) of 250ml glass bottle and, also, one type (round) of 100 ml glass bottle. More specifically, questionnaires were completed in a shop selling traditional Cretan products at Chania by customers of different European countries. In the Duty Free Shops at the airport of Chania, Heraklio and Rodos customer¿s preference was evaluated based on the sales under the aspect of number of bottles and quantity of olive oil subject to the total turnover of these duty-free shops. The sample consisted of tourists, which were randomly selected. Data analysis and sample selection techniques have been utilized in this study and evidence is provided that the selected examined attributes, namely, bottle style, bottle-shape, and bottle-size, are highly evaluated by the consumers. Also by examining the ratios of sold volumes and turnovers this study supports that eventhough, nowadays, consumers¿ preferences and attitudes towards organic olive-oil are positive, their purchasing behaviour still remains at low levels concerning the conventional olive oil as its main substitute. The present survey supports the idea that extrinsic cues of a product, such as packaging, have a great potentiality to develop successful marketing initiatives and tools for creating niche markets as rural development strategies. Key-words: organic olive-oil, bottled, consumer behaviour, market survey, data analysis, niche markets. * corresponding author
Original languageEnglish
Publication statusPublished - 2006

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Stavroulakis, G., Kalogeras, N., Stamataki, E., & Drakos, P. (2006). Organic Olive oil: Which Bottle Do Consumers Prefer?.