Olive oil consumption: a preliminary study on Brazilian consumers
ISSN: 0007-070X
Article publication date: 31 July 2018
Issue publication date: 7 August 2018
Abstract
Purpose
The purpose of this paper is to propose an initial step for understanding the sensory perception and purchase intent of Brazilian olive oil consumers. It also investigates the sensory perception and purchase intent for a Brazilian-made olive oil.
Design/methodology/approach
The sample, consisting of 115 surveyed consumers, is described demographically. The aspects related to sensory analysis and purchase intent associated with the key attributes indicated by the consumers are then discussed. Finally, consumer segmentation is carried out to characterize the consumers in more detail, in terms of both demographic and predictive variables for olive oil consumption.
Findings
Consumers displayed a sensory perception that is coherent with olive oil characteristics, thus being able to distinguish three different olive oils from a compound oil sample. Regarding purchase intent and preference, consumers showed mixed behaviors, which was not entirely convergent with the identified sensory aspects. Therefore, it was possible to segment them into three distinct groups: utilitarian, naïve, and expert consumers.
Originality/value
Brazil is an emergent olive oil market, which can create both research and business opportunities for the country. This preliminary study contributes to the advancement of this research subject in the non-traditional markets for olive oil.
Keywords
Acknowledgements
The authors thank the Brazilian founding agencies CNPq and FAPEMIG for financial support for research and the Agricultural Research Corporation of Minas Gerais (Empresa de Pesquisa Agropecuaria de Minas Gerais – EPAMIG).
Citation
Antonialli, F., Mesquita, D.L., Valadares, G.C., de Rezende, D.C. and de Oliveira, A.F. (2018), "Olive oil consumption: a preliminary study on Brazilian consumers", British Food Journal, Vol. 120 No. 7, pp. 1412-1429. https://doi.org/10.1108/BFJ-03-2017-0166
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited