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A repositioning strategy for olive oil in the UK market

Author

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  • Marian García Martínez

    (Food Industry Management, Department of Agricultural Services, Imperial College at Wye, Wye, Ashford, Kent TN25 5AH, UK marian.garcia@ic.ac.uk; n.poole@ic.ac.uk.)

  • Zulema Aragonés

    (Food Industry Management, Department of Agricultural Services, Imperial College at Wye, Wye, Ashford, Kent TN25 5AH, UK marian.garcia@ic.ac.uk; n.poole@ic.ac.uk.)

  • Nigel Poole

    (Food Industry Management, Department of Agricultural Services, Imperial College at Wye, Wye, Ashford, Kent TN25 5AH, UK marian.garcia@ic.ac.uk; n.poole@ic.ac.uk.)

Abstract

Despite a rapid growth in olive oil consumption in recent few years, the culinary use of olive oil is still relatively new to UK consumers, and is still regarded as a set of particular attributes rather than as an everyday cooking oil. To increase sales and attract new users, olive oil needs to be seen by UK consumers as an 'everyday' cooking oil, and enter into direct competition with standard vegetable oils. To achieve this, we argue in this paper that standard olive oil needs to be repositioned and distanced from extra virgin olive oil in order to give customers sufficient cues to revise their opinions and consumption strategies. The objective of this paper is to report the results of a conjoint study as a tool for the analysis of attribute trade-offs made in product choices by consumers, applied to the UK standard olive oil market. The ideal standard olive oil profile for 130 UK users of olive oil was found to be one packed in medium sized PET bottles (750 ml) at a price of £2.99. [Econ-Lit citations: M310, M370]. © 2002 Wiley Periodicals, Inc.

Suggested Citation

  • Marian García Martínez & Zulema Aragonés & Nigel Poole, 2002. "A repositioning strategy for olive oil in the UK market," Agribusiness, John Wiley & Sons, Ltd., vol. 18(2), pages 163-180.
    • Handle: RePEc:wly:agribz:v:18:y:2002:i:2:p:163-180
    DOI: 10.1002/agr.10016
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    References listed on IDEAS

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    1. Batt, Carl E & Katz, James E, 1997. "A conjoint model of enhanced voice mail services. Implications for new service development and forecasting," Telecommunications Policy, Elsevier, vol. 21(8), pages 743-760, October.
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    1. Mtimet, Nadhem & Ujiie, Kiyokazu & Kashiwagi, Kenichi & Zaibet, Lokman & Nagaki, Masakazu, 2011. "The effects of Information and Country of Origin on Japanese Olive Oil Consumer Selection," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114642, European Association of Agricultural Economists.
    2. Antonio Stasi & Francesco Diotallevi & Andrea Marchini, 2012. "Strategie di prezzo e profittabilit? nel mercato degli oli extra-vergine di oliva: un modello di analisi attraverso gli scanner data," RIVISTA DI ECONOMIA AGRARIA, FrancoAngeli Editore, vol. 0(1), pages 69-88.
    3. Juan C. Gázquez-Abad & Manuel Sánchez-Pérez, 2009. "Factors influencing olive oil brand choice in Spain: an empirical analysis using scanner data," Agribusiness, John Wiley & Sons, Ltd., vol. 25(1), pages 36-55.
    4. Boncinelli, Fabio & Contino, Caterina & Romano, Caterina & Scozzafava, Gabriele & Casini, Leonardo, 2016. "Territory, environment, and healthiness in traditional food choices: insights into consumer heterogeneity," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(1), October.
    5. Mtimet, Nadhem & Kashiwagi, Kenichi & Zaibet, Lokman & Masakazu, N., 2008. "Exploring Japanese olive oil consumer behavior," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44457, European Association of Agricultural Economists.
    6. Anita Silvana Ilak Peršurić & Ana Težak Damijanić, 2021. "Connections between Healthy Behaviour, Perception of Olive Oil Health Benefits, and Olive Oil Consumption Motives," Sustainability, MDPI, vol. 13(14), pages 1-12, July.
    7. Bouhaddane, Maria & Mili, Samir, 2018. "A Forecast of Internationalization Strategies for the Spanish Olive Oil Value Chain," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276854, International European Forum on System Dynamics and Innovation in Food Networks.
    8. Sandro Sillani & Alessandro Esposito & Teresa Del Giudice & Francesco Caracciolo, 2014. "Le preferenze dei consumatori della provincia di Trieste per l?olio extra vergine di oliva d?alta gamma," Economia agro-alimentare, FrancoAngeli Editore, vol. 16(1), pages 139-155.
    9. Krystallis, Athanasios & Papadopoulou, Victoria & Chryssochoidis, George M., 2004. "The Positioning of Greek Feta Cheese in a Local UK Market: A Major Marketing Strategy Problem," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 5(2), pages 1-16, August.
    10. Čehić Ana & Canavari Maurizio & Oplanić Milan & Cerjak Marija, 2021. "The Importance of Intrinsic and Extrinsic Local Olive Oil Attributes for Tourists: Evidence from a Mediterranean Destination," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 11(2), pages 280-295, December.
    11. Diotallevi, Francesco & Stasi, Antonio, 2010. "La domanda di olio extra-vergine di oliva nel Sud Italia.Quali le migliori strategie:brand leadership, private label o piccoli produttori? [The extra-virgin olive oil demand in South Italia.Whic ar," MPRA Paper 40480, University Library of Munich, Germany.
    12. Karipidis, Philippos I. & Tsakiridou, Efthimia & Tabakis, Nikolaos M., 2005. "The Greek Olive Oil Market Structure," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 6(1), pages 1-9.
    13. Barbara Cafarelli & Piermichele La Sala & Giustina Pellegrini & Mariantonietta Fiore, 2017. "Consumers? preferences investigation for extra virgin olive oil basing on conjoint analysis," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(1), pages 203-218.
    14. Mili, Samir, 2006. "Market dynamics and policy reforms in the EU olive oil industry: An exploratory assessment," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10099, European Association of Agricultural Economists.
    15. Anita Silvana Ilak Peršurić, 2020. "Segmenting Olive Oil Consumers Based on Consumption and Preferences toward Extrinsic, Intrinsic and Sensorial Attributes of Olive Oil," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    16. Luis Pérez y Pérez & Azucena Gracia, 2023. "Consumer Preferences for Olive Oil in Spain: A Best-Worst Scaling Approach," Sustainability, MDPI, vol. 15(14), pages 1-14, July.
    17. Teresa Del Giudice & Carla Cavallo & Francesco Caracciolo & Gianni Cicia, 2015. "What attributes of extra virgin olive oil are really important for consumers: a meta-analysis of consumers’ stated preferences," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-15, December.

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