Factors influencing olive oil brand choice in Spain: an empirical analysis using scanner data

Olive oil consumption is growing all around the world as a consequence of the extension of the Mediterranean diet. Because of limited production, pricing, promotions, and consumer-related variables are essential to explain olive oil consumer behavior. As a consequence of this increasing consumption, it is fundamental to analyze the main factors influencing consumers' olive oil choices for both brands and retailers to be able to compete more efficiently and satisfy consumer needs more closely. But, few such studies are concerned with olive oil (although a great many works in the literature analyze the influence of these factors in other product categories). In a sociocultural context like the Spanish market, in which brand awareness is strong and the use of the product is very high, these factors are even more important. Thus, the main objective of this article is to determine and assess how different marketing variables, such as price, price discounts, use of store flyers and loyalty, explain olive oil brand choice. [Econlit citations: M310, Q130]. © 2009 wiley Periodicals, Inc.