Exploring the effect of origin and variety attributes on consumers preferences toward coffee in Tunisia

Coffee consumption is increasing worldwide, particularly in non-traditional markets. In Tunisia coffee sector is evolving, offering to consumers high quality products such as specialty coffees, certified fair trade or organic coffees, coffees of origin and 100% Arabica washed coffee, etc. In this context, the main purpose of this study is to assess consumer preferences for coffee in Tunisia. Data were collected through a face-to-face survey, resulting in a random sample of 421 consumers. By using a structured interview and by adopting a conjoint analysis, we tested how origin, price and variety affect consumers preferences for coffee among Tunisian consumers. Main findings of the conjoint analysis reveal that consumers attach greatest importance to "country of origin" of coffee, followed by the "variety composition", and finally by "price". Coffee from Brazil are preferred over Colombian and Ethiopian coffees. The 100% Arabica coffee is by the most preferred over the Arabica Robusta blend

Quality labels and consumer behavior: the case of spanish olive oil

Hoy en día una de las principales tendencias del sector agroalimentario en general, y del sector oleícola objeto de la presente investigación, en particular, es proporcionar productos sanos, seguros, típicos, diferenciados y de calidad que cumplan con las diferentes expectativas de los consumidores y ayuden a satisfacer sus demandas y necesidades. Una de las estrategias por la que ha apostado el sector oleícola español, es la de diferenciación y certificación del aceite de oliva mediante el uso de los signos de calidad. En este sentido, es indispensable identificar las necesidades de los consumidores de aceite de oliva, sus motivaciones de compra, sus preferencias para contrastar si los signos de calidad son un factor determinante en su comportamiento, y en su caso, promover su uso como estrategia para garantizar su éxito en el mercado y generar mayor valor añadido en el sector oleícola español. En este contexto, la presente tesis doctoral pretende analizar el comportamiento de los consumidores hacia el aceite de oliva con signos de calidad y proponer un marco metodológico que integre sus demandas hacia los atributos de calidad del aceite de oliva con las prácticas de la cadena de valor. En concreto, se estudia el comportamiento de los consumidores respecto a los aceites de oliva en general, y de los que cuentan con signos de calidad diferenciada (Denominación de Origen Protegida - DOP, Agricultura Ecológica - AE y Huella de Carbono - HC), en particular. Asimismo, se desarrolla y aplica un marco metodológico que integre las demandas de los consumidores respecto a los atributos de calidad del aceite de oliva con las potenciales prácticas “agronómicas”, “industriales de transformación” y de “distribución y comercialización” para satisfacer dichas demandas. Para responder a los objetivos planteados se han llevado a cabo dos estudios, combinando varias técnicas cuantitativas y cualitativas de recogida de información (discusiones de grupo, entrevistas informales, encuestas a consumidores, entrevistas a expertos, catas ciegas, etc.). Asimismo, se han desarrollado y aplicado varias metodologías (Despliegue de la Función de Calidad, Análisis Conjunto, Ecuaciones Estructurales, Experimento de Elección, entre otras). Los resultados obtenidos en esta investigación, revelan que las demandas de los consumidores respecto a los atributos de calidad del aceite de oliva, incorporan no solamente atributos organolépticos, químicos y sensoriales del aceite (sabor, color, acidez, etc.), sino también otros de marketing (precio, envase y lugar de compra) y de certificación y garantía de la calidad (Denominación de Origen Protegida, Agricultura Ecológica), de tipo social (mantener la población local, crear empleo, etc.), e incluso ambiental (compatible con el medio ambiente, etc.). Dentro de estos requisitos, los atributos que más importancia tienen para el consumidor son: “sabor afrutado”, “bajo grado de acidez” del aceite, “precio” y “color amarillo-verdoso”. En cuanto a las prácticas de la cadena de valor más relevantes para satisfacer la demanda de los consumidores hacia los atributos de calidad del aceite de oliva destacan, entre otras: la “separación de las aceitunas del suelo y del vuelo” y la “recolección de aceitunas según índice de madurez” como prácticas agronómicas; la “diferenciación de aceitunas procedentes del suelo y del vuelo” y el “establecimiento de un sistema para la verificación del índice de madurez y la calidad de los productos entrantes” como prácticas industriales de transformación; los “distintivos y etiquetados de calidad” y la “diversificación de tipos de aceite vendidos” como prácticas de distribución y comercialización. También, se evidencia un bajo nivel de conocimiento y una confusión relativa a los distintos tipos de aceite de oliva, los logotipos de signos de calidad y los significados de estos signos. Asimismo, esta investigación pone en evidencia la escasa capacitación sensorial (en cata ciega) de los consumidores, a la hora de poder identificar los atributos positivos y, al contrario, los defectos...Currently, one of the main trends in the agri-food sector in general, and the olive-oil sector in particular (the aim of this research), is to provide healthy, safe, typical, differentiated and highquality products that meet different consumers. expectations and satisfy buyer demands and needs. One of the strategies adopted by the Spanish olive-oil sector is the differentiation and certification of the olive oil through the use of quality signs. In this sense, it is essential to identify consumers. needs regarding olive oil, their buying motivations, and their preferences to determine whether the quality signs are a determining factor of consumer behavior, and therefore, to promote their use as a strategy to ensure product success in the market and generate greater added value in the Spanish olive-growing sector. In this context, the main objective of this study was to analyze consumers. behavior in relation to olive oil with quality signs and to propose a methodological framework that integrates buyer demands towards olive-oil quality attributes with practices of the value chain. In particular, the study focuses on consumers. behavior regarding the olive oil in general, and with quality signs (Protected Designation of Origin - PDO, Organic Farming - OF and Carbon Footprint - CF), in particular. It also develops and applies a methodological framework that integrates consumers. demands for quality attributes of olive oil with the potential practices "farming", "processing", and "distribution and marketing" to satisfy such demands. For the above-mentioned objective, two consecutive studies have been performed, combining several data-collection techniques (focus groups, informal interviews, consumer surveys, expert interviews, blind tasting, etc.). Also, they have been developed and applied several methodologies (Quality Function Deployment, Conjoint Analysis, Structural Equations Modeling, and Choice Experiment, among others). Findings of this research reveal that the demand for quality attributes of olive oil includes not only chemical and sensory attributes (flavor, acidity, and color) but also others related to marketing (price, place of purchase, and bottle), quality certification and guarantee (Protected Designation of Origin - PDO, Organic Farming - OF), social aspects (e.g. maintaining the local population, creating employment) and even environmental issues (e.g. environmentally friendly practices). Within the range of requirements, the most important attributes for consumer are "fruity flavor", "low degree of acidity", "price" and "greenish-yellow color". The practices of the value chain, which are more relevant to satisfy consumers. demands towards quality attributes of olive oil, include: "separation of olives from the ground and the trees" and "timing of harvest according to a fruit-ripeness index" as farming. practices; "separation of olives collected from ground and trees", and "establishment of a system to check the ripeness and quality of products coming in "as processing. practices; "use of distinctive and quality signs" and "diversification of oil types sold" as a distribution and marketing practices. Also, findings indicate a low level of knowledge and some confusion in relation to the different types of olive oil, the logos, and meanings of the quality signs. In addition, the results highlight the limited sensory training (blind tasting) of consumers to identify the positive attributes and defects that may be found in olive oil. This is a clear limiting factor for the sale of high-quality olive oil, such as the extra virgin, and then the loss of the added value by producers. The slightly clear qualities of some existing types of olive oil on the market generate considerable confusion in the value chain and could be easily used by marketers to maximize their profits. In terms of the consumption of olive oil with quality signs, the results indicate that this is still low. On the other hand, this research has analyzed the determining factors of consumers. purchase intention of olive oil with quality signs. For this, three conceptual models have been..

Panorámica de la distribución de azafrán en el mercado urbano de Zaragoza

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Signs of quality and consumer behavior: the case of Spanish olive oil.

La presente tesis doctoral pretende analizar el comportamiento de los consumidores hacia el aceite de oliva con signos de calidad y proponer un marco metodológico que integre sus demandas hacia los atributos de calidad del aceite de oliva con las prácticas de la cadena de valor. En concreto, se estudia el comportamiento de los consumidores respecto a los aceites de oliva en general, y de los que cuentan con signos de calidad diferenciada (Denominación de Origen Protegida - DOP, Agricultura Ecológica - AE y Huella de Carbono - HC), en particular. Asimismo, se desarrolla y aplica un marco metodológico que integre las demandas de los consumidores respecto a los atributos de calidad del aceite de oliva con las potenciales prácticas ´agronómicas´, ´industriales de transformación´ y de ´distribución y comercialización´ para satisfacer dichas demandas.Universidad de Córdoba. Departamento: Economía, Sociología y Política agrarias. Programa de Doctorado: Desarrollo Rural. Dirigida por Dr. Samir Sayadi (Investigador Titular del IFAPA), y Dra. Ana Cristina Gómez Muñoz (Universidad de Córdoba)

Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior

Product labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels

Sustainability labels on olive oil: A review on consumer attitudes and behavior

International audienceProduct labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels

Quality Function Deployment (QFD) in the Spanish olive oil sector

Competitiveness and sustainability of the olive-oil sector are strongly associated with the satisfaction of customer demand and preferences towards quality, safety, and environmental issues. In product design and development, Quality Function Deployment (QFD) provides a comprehensive, systematic approach to ensure agrifood products meet or exceed customer expectations. QFD can be a powerful tool because it can reduce time to market, improve quality, and enhance customer satisfaction. Although QFD has been used in the food industry since 1987, no application has been found in the case of olive oil. In this study, after identifying customer needs or requirements of different attributes of quality olive oil, by a survey to 439 respondents to determine preference and consumption behaviour, agricultural practices that optimally satisfy these preferences were determined, through a Quality Function Deployment (QFD) model using expert knowledge. The use of the correlation matrix and then the construction of the "House of Quality" (HOQ), the relative contribution of each of these practices that most satisfy customer needs and desires were designed. These matrices are used to translate higher-level “Whats” or needs into lower-level “Hows” – agronomical practices (technical characteristics) to satisfy these needs. The findings are helpful for designing agricultural policies and marketing strategies to improve sustainability and competitiveness of Spanish olive oil