Clicca qui per scaricare

Le preferenze dei consumatori della provincia di Trieste per l’olio extra vergine di oliva d’alta gamma
Titolo Rivista: ECONOMIA AGRO-ALIMENTARE 
Autori/Curatori: Sandro Sillani, Alessandro Esposito, Teresa Del Giudice, Francesco Caracciolo 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  17 P. 139-155 Dimensione file:  148 KB
DOI:  10.3280/ECAG2014-001007
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Food quality is made up of a set of both intrinsic and extrinsic characteristics, including how these characteristics are guaranteed and communicated to end consumers. As a result, purchase choices are affected not only by elements such as taste and price, but also by the level of food safety, production process characteristics, nutritional aspects, origin and organic certification. In this paper we present the results of an analysis of consumer preferences for "Tergeste" dop extra virgin olive oil produced in the province of Trieste. The conjoint analysis method was used to assess the importance attached by consumers to the different attributes of the extra virgin oil olive. A cluster analysis was carried out on the utility scores estimated in the conjoint analysis to classify consumers into homogeneous groups (or segments) for whom different attributes were more important. A proposal for consumer segmentation and the definition of "ideal product" is therefore, presented in the study. The paper concludes with some reflections and suggestions for the valorization of "Tergeste" dop in which it is shown that the characteristics of demand are such as to make the policy of high prices, related to the quality policy of the product, practicable. Finally, through analysis of identified consumer segments, the possibility for producers to implement new strategies to improve sales development are reported.


Keywords: Extra virgin olive oil, consumer preferences, conjoint analysis, geographical Indications
Jel Code: Q13, M31, D12, C19

  1. Basile, E., & Cecchi, C. (1997). Differenziazione e integrazione nell’economia rurale. Rivista di economia agraria, 52(1-2), 3-27.
  2. Bernabéu, R., Olmeda, M., Díaz, M., & Olivas, R. (2009). Oportunidades comerciales para el aceite de oliva de Castilla-La Mancha. Grasas y aceites, 60(5), 525-533., 10.3989/gya.053409DOI: 10.3989/gya.053409
  3. Caracciolo, F., Cembalo, L., Cicia, G., Grunert, K.G., Del Giudice, T., & Krystallis, A. (2011). Attributi di processo e di prodotto nella filiera carne suina: un’analisi europea delle preferenze dei consumatori attraverso un modello generalizzato ad utilità stocastica. Economia agro-alimentare, 13(1-2), 251-270., 10.3280/ECAG2011-001012DOI: 10.3280/ECAG2011-001012
  4. Caracciolo, F., & Lombardi, P. (2012). A new-institutional framework to explore the trade-off between agriculture, environment and landscape. Economics and policy of energy and the environment (3)., 10.3280/EFE2012-003009DOI: 10.3280/EFE2012-003009
  5. Chan-Halbrendt, C., Zhllimab, E., Sisiorc, G., Imamid, D., & Leonettie, L. (2010). Consumer preferences for olive oil in Tirana, Albania. International Food and Agribusiness Management Review, 13(3), 55-74.
  6. Cicia, G., Cembalo, L, Del Giudice, T., & Verneau, F. (2012). Il sistema agroalimentare ed il consumatore postmoderno: nuove sfide per la ricerca e per il mercato. Economia agro-alimentare, 14(1), 117-142., 10.3280/ECAG2012-001006DOI: 10.3280/ECAG2012-001006
  7. Cicia, G., Del Giudice, T., & Scarpa, R. (2006). Una stima dell’impatto sul benessere del consumatore italiano derivante da un’imperfetta tracciabilità dell’olio extravergine di oliva. Rivista di economia agraria, 4, 593-610.
  8. Corigliano, M.A. (1999). Strade del vino ed enoturismo: distretti turistici e vie di comunicazione. Milano: FrancoAngeli.
  9. Finco, A., Padella, M., & Sargentoni, T. (2010). Disponibilità a pagare per la qualità di un olio extravergine locale. Economia agro-alimentare, 12(1), 77-98., 10.3280/ECAG2010-001005DOI: 10.3280/ECAG2010-001005
  10. Fotopoulos, C., & Krystallis, A. (2001). Are quality labels a real marketing advantage? A conjoint application on Greek PDO protected olive oil. Journal of International Food & Agribusiness Marketing, 12(1), 1-22., 10.1300/J047v12n01_01DOI: 10.1300/J047v12n01_01
  11. Furlan, R., & Martone, D. (2011). La conjoint analysis per la ricerca sociale e di marketing. Milano: FrancoAngeli.
  12. Hair, J.F, Anderson, R.E., Tatham, R.L, & Black, W.C. (1998). Multivariate analysis. Englewood: Prentice Hall International.
  13. Halbrendt, C.K., Cliffs, N.J., Wirth, F., & Vaughn, G.F. (1991). Conjoint analysis of the Mid-Atlantic food-fish market for farm-raised hybrid striped bass. Southern Journal of Agricultural Economics, 23(1), 155-163.
  14. Honkanen, P., & Frewer, L. (2009). Russian consumers’ motives for food choice. Appetite, 52(2), 363-371., 10.1016/j.appet.2008.11.009DOI: 10.1016/j.appet.2008.11.009
  15. Krystallis, A., & Ness, M. (2005). Consumer preferences for quality foods from a South European perspective: A conjoint analysis implementation on Greek olive oil. International Food and Agribusiness Management Review, 8(2), 62-91.
  16. Lancaster, K.J. (1966). A new approach to consumer theory. The journal of political economy, 74(2), 132-157., 10.1086/259131DOI: 10.1086/259131
  17. Martínez, M.G., Aragonés, Z., & Poole, N. (2002). A repositioning strategy for olive oil in the UK market. Agribusiness, 18(2), 163-180., 10.1002/agr.10016DOI: 10.1002/agr.10016
  18. Menapace, L., Colson, G., Grebitus, C., & Facendola, M. (2011). Consumers’ preferences for geographical origin labels: evidence from the Canadian olive oil market. European Review of Agricultural Economics, 38(2), 193-212., 10.1093/erae/jbq051DOI: 10.1093/erae/jbq051
  19. Migliore, G., Cembalo, L., Caracciolo, F., & Schifani, G. (2012). Organic consumption and consumer participation in food community networks. New medit: Mediterranean journal of economics, agriculture and environment, 11(4 special), 46-48.
  20. Mtimet, N., Kashiwagi, A.K., Zaibet, L., & Masakazu, N. (2008). Exploring Japanese olive oil consumer behavior. 12th Int. Congr. of the European Association of Agricultural Economists.
  21. Santosa, M., Abdi, H., & Guinard, J. (2010). A modified sorting task to investigate consumer perceptions of extra virgin olive oils. Food Quality and Preference, 21(7), 881-892., 10.1016/j.foodqual.2010.05.011DOI: 10.1016/j.foodqual.2010.05.011
  22. Scarpa, R., & Del Giudice, T. (2004). Market segmentation via mixed logit: Extravirgin olive oil in urban Italy. Journal of Agricultural and Food Industrial Organization, 2(1), 141-160., 10.2202/1542-0485.1080DOI: 10.2202/1542-0485.1080
  23. Steenkamp, J. (1993). Food consumption behaviour. European Advances in Consumer Research, 1, 401-409.
  24. Van der Lans, I.A, Van Ittersum, K., De Cicco, A., & Loseby, M. (2001). The role of the region of origin and EU certificates of origin in consumer evaluation of food products. European Review of Agricultural Economics, 28(4), 451-477., 10.1093/erae/28.4.451DOI: 10.1093/erae/28.4.451

Sandro Sillani, Alessandro Esposito, Teresa Del Giudice, Francesco Caracciolo, in "ECONOMIA AGRO-ALIMENTARE" 1/2014, pp. 139-155, DOI:10.3280/ECAG2014-001007

   

FrancoAngeli è membro della Publishers International Linking Association associazione indipendente e no profit per facilitare l'accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche