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This paper attempts to determine effective push‐pull marketing strategies concerning olive oil in Greece, based on the analysis of consumers' and distributors' values and the comparison of importance that each group gives to different product characteristics.

In this paper, multicriteria analysis is used in order to identify olive oil market segments and the factors that affect the purchase behaviour of olive oil consumers. Consumers' preferences, attitudes and perceptions with regard to special characteristics of olive oil such as quality, packaging, image, odour, colour, etc. are explored. In addition, description and analysis of the marketing channels of olive oil in Greece is presented. Finally, consumers' preferences are compared to the judgments of distributors in order to identify useful similarities‐dissimilarities in their perceptions and attitudes, concerning the attributes of the product.

The study of the olive oil market in Greece shows the importance of the product for the Greek market. Findings also suggest that the olive oil market in Greece is very complex. The qualitative analysis shows that perceived quality is the only attribute of the product that is considered very important for both consumers and distributors. In addition, perceptual maps can be a useful tool for the comparative analysis of preferences between consumers and distributors.

The paper identifies key factors that influence the behaviour of Greek consumers and distributors regarding olive oil purchases. These factors and the comparison between the two groups have a great influence on the marketing decisions of agricultural products and food industry in general.

The purpose of this paper is to examine the issues related to the promotion and marketing of olive oil, by the Greek company Minerva S.A. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is presented.

Since the aim of this study was to examine the marketing practices of the company Minerva S.A., the case study method was preferred because its fundamental characteristic is the “focus on a particular setting or event”.

The findings showed that the company offers high quality products in good prices and is a market leader. However, it faces severe competition. The company advertises its olive oil products and conducts intense promotional campaigns to promote them in the local market and abroad. Exports are a good opportunity to increase sales.

This paper is one of the few that have examined the promotion and marketing of olive oil worldwide and it is one of the very few that have examined such issues in the Greek market, where little research has taken place in this sector. Thus, it can give an important insight in the olive oil sector and become a useful tool for managers in this sector.

The purpose of this paper is to focus on high segments of the Italian olive oil and wine markets. The main goal is to compare the role and the effectiveness of the certification of origin in the creation of value in the two selected markets. Moreover, the authors investigate how different quality clues in the olive oil and wine sectors are related to prices.

To meet the goal the authors estimate two separate hedonic price models where the price of the product is regressed over different quality clues some of which are sector specific and some are common to the two sectors. The models are estimated on data which come from two of the major Italian guides chosen for their well established reputation and for the richness of information.

The results indicate that: product origin and the relative certification schemes play a relevant role in the formation of prices in both markets; while the olive oil price seems to be more sensitive to farm location than to the certification of origin, the opposite happens for the wines; the higher segments of the Italian olive oil market is increasingly sophisticated and follows the main tendencies established in the quality wine markets where many quality attributes are intensely active.

First, it should be kept in mind that results for higher market segment may not hold for different segments where relevant quality clues may be different. Second, reader should be aware that comparability of the two samples is constrained by limited data availability for the olive oil sector compared to the wine sector.

This study represents one of the first attempts to compare the role of the certification of origin in the creation of value in the Italian agro-food markets.

The purpose of this paper is to analyze the competitiveness of the Greek virgin olive oil in the main destination markets (German, Italian, UK and US market).

In order to achieve the aim, in the first stage the Revealed Comparative Advantage (RCA₂) Index was employed showing that Greek virgin olive oil has a comparative advantage over the other suppliers (mainly Italy and Spain) in the markets under examination. In the second stage, the estimations of an import demand system for each market were estimated.

Results demonstrate clearly the competitive advantage of Greek virgin olive oil in the German market but not so clear in the rest of the markets. A strategic shift to export high-quality branded virgin olive oil instead of bulk seems necessity, in order the Greek virgin olive oil to dominate to the international markets.

Though there are similar works, especially for Spanish olive oil, there is no analogous research work for the Greek olive oil.

Over the last years, the olive oil produced in the Mediterranean countries has obtained growing success in international markets. Olive oil has benefited from the growing appetite of European and World consumers for products that are part of the so-called Mediterranean diet. For centuries, the olive crops were vital for communities that have occupied the territories bordering the Mediterranean Sea. Despite this long historical drive, this chapter analyses changes that took place since the Second World War. It is recognized that in the decades that followed the end of the war the transformation of western agriculture and rural societies together with commercial and cultural transnational connections have accelerated. Even in peripheral areas, such as Portugal, different processes of globalization have developed, making it necessary to identify the mechanisms that have established the connections to distant territories. Focused on the Portuguese case, this chapter examines how olive oil has contributed to inserting this peripheral territory in the global trade network. A path analysis of this crop is used as a lens to observe how various factors (political, ecological, technical, commercial, social and institutional) have been combined to inhibit or stimulate the inclusion of these rural territories in the dynamics of globalization.

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.

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.

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.

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.

Focused on the olive oil sector in Chile which is a non-traditional market (both in production and consumption), the purpose of this paper is to determine the implicit value of the most relevant attributes of olive oil on the final price charged by supermarkets to consumers through the hedonic pricing methodology.

Field work was carried out between September and October 2012 in 12 supermarkets belonging to the four most important Chilean retail chains. A log-linear price-attribute function was used to estimate the hedonic price function. The sample included 248 observations olive oil prices available to consumers in the leading supermarkets in the city of Chillán (Chile).

The model estimation results led to the observation that the attributes that most positively influenced final price are oil acidity level, tin can container of imported oil, and origin. On the other hand, the attributes that most negatively influenced final consumer price are retailer house brand and plastic container.

A limitation of this study is associated with the geographic area where it was carried out, that is, the city of Chillán in the Bío-Bío Region, which is the second largest region and accounts for 12 per cent of the total population. Further research should include other cities such as Santiago (capital), Concepción, Curicó and Valparaíso.

This study can be considered as a first approximation of a hedonic pricing model estimation for olive oil in non-traditional markets like Chile, which is considered an emerging market.

This research analyses the main structural factors of the organic olive oil sector in Sicily, and the effects of the European sustainable development policy (EEC Regulation 2092/91, EEC Regulation 2078/92). It examines the trade marketing of organic producers of olive oil like the initiatives to exploit European branding, typicalness, and European recognition of PDO (protected denomination of origin).

The objective of this paper is to analyse the elements that influence Spain's reputation among Chinese consumers, and to evaluate to what extent this country's reputation has an impact on their perceived quality of Spanish olive oil (SOO) and their intentions to purchase and recommend SOO.

This study was carried out by surveying 399 potential olive oil consumers in China (256 of whom were familiar with olive oil and 143 of whom had no previous familiarity with the product, although they stated their intentions to consume it). The proposed hypotheses were tested using covariance-based structural equation modelling (CB-SEM).

The results show that: (1) Spain's reputation among Chinese consumers can be principally explained by its appealing environment and advanced economy; (2) reputation does not have a direct impact on intentions to purchase and recommend SOO (summary construct effect), but rather has an indirect impact thanks to the perceived quality of SOO (halo effect), and (3) familiarity with olive oil moderates these relationships.

No previous study has analysed this question for this food product category (olive oil), country of origin (Spain) and target market (China). This study, therefore, provides new empirical evidence regarding the formation process of Spain's reputation among Chinese olive oil consumers and the effect of the country of origin on the Chinese olive oil market. These results provide countries' policymakers with criteria for competitive country reputation management.

Urban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify specific market segments which allow for the definition of homogeneous olive oil consumer targets.

This study was based on the stated preferences of consumers and emphasizes the role that different quality scales of olive oil have in the eye of the consumer. The data, collected through a questionnaire, were analysed by means of inferential and multivariate statistics techniques, that is, the study specifically entailed a factorial and cluster analysis.

This paper explores olive oil market segments broken down by the different quality levels of existing products, thus trying to identify main consumer preferences. Our outcomes suggest the existence of three main quality classes of olive oil consumer: basic, popular and premium.

Even though we gathered data and information from a broad sample, the study does not fully reflect the average Italian population since we based our study on a convenience sample of northern Italian consumers. A more extended sample is needed to test our hypothesis in other regional areas.

The outcomes derived from this study provide useful insights both for marketers and olive oil producers by allowing more efficient strategic decisions in terms of product segmentation.

This study, aimed at matching olive oil market segments and consumer preferences, shows the existence of three well-defined quality classes of olive oil consumer: basic, popular and premium. In addition, this study ascertains for the first time how the attitude towards local products is positively influenced by family origin as a result of an inter-generational attitude.