Is the place of purchase important in shaping consumers’ preferences towards olive oil?

Héctor Corbeto-Fabón, Zein Kallas, José M. Gil


This paper aims at analyzing consumers’ preferences towards olive oil attributes taking into account the retail chain where they buy food. The methodological approach is based on the design of a choice experiment using home scan data from a sample of Catalonian households. Four attributes are selected: price, brand, type of olive oil and packaging size. Two retailers are considered with different business strategies: Mercadona and Carrefour. Results show that the preferences for olive oil attributes are different depending of the retail outlet a household uses to buy.


Olive oil retailers; consumers’ preferences; scan data; place of purchase

Subject classification

C25, Q12

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