Exploring Turkish Olive Oil Consumer Behaviour Using Conjoint Analysis

Journal of Applied Biological Sciences

Yavuz TOPÇU¹ 

关键词: Conjoint analysis;    consumer behavior;    olive oil.;   

DOI  :  

学科分类：生物科学（综合）

来源: Nobel Bilim ve Arasirma Merkezi/Nobel Science and Research Cente

【 摘 要 】

Consumptionofoliveoilisconsideredimportantforpreservingahealthyandrelativelydisease-freepopulation.TheMediterraneandiethassignificantprotectiveeffectsagainstcancerandcoronaryheartdisease.Consumptionofoliveoilmustbeincreased,therefore,duetodietaryandhealthconcerns.TheaimofthisstudywastoexploreTurkisholiveoilconsumerbehaviorusingconjointanalysisandtodeterminethebestproductqualitysetwhichmaximizesthetotalcustomerutility.Forthisend,conjointanalysisintheSPSSwasdonewith250householdsurveydata.Theresultsofthisresearchshowthatthemostimportantthreefactorsonoliveoildemandareitsoliveoiltype,packageandprice,respectively.Ontheotherhand,thebestproductqualitysetisvirginoliveoiltype,tinboxpackage,strongtaste,yellowcolor,soldinthehypermarketat5€/ltandwithpromotion.Resultsindicatethatconsumerspreferoliveoilswithvirgintype,lowprice,strongtasted,yellowcolorandpromotion.Asaresult,virginoliveoil'sprotectivefunctionhasabeneficialeffectonhumanhealthandnutrition;therefore,thierpenetrationratioshouldberapidlyincreased,andtheirconsumptionshouldbemadeincentive.

【 授权许可】

Unknown