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Article
Publication date: 3 January 2017

Samir Sayadi, Yamna Erraach and Carlos Parra-López

The purpose of this paper is to translate consumer requirements regarding olive-oil quality attributes into specific olive-growing practices that most contribute to satisfy these…

Abstract

Purpose

The purpose of this paper is to translate consumer requirements regarding olive-oil quality attributes into specific olive-growing practices that most contribute to satisfy these attributes.

Design/methodology/approach

After identifying consumer requirements or needs regarding different attributes of olive-oil quality, through a survey of 439 olive-oil consumers, the authors determine the olive-growing practices that optimally satisfy consumer needs through expert opinions. Finally, the use of expert knowledge to construct the House of Quality or the first matrix of quality function deployment allow the authors to define the relative contribution of the various olive-farming practices to the satisfaction of consumer requirements.

Findings

The findings have shown that the olive-oil quality attributes most requested by consumers incorporate organoleptic (e.g. acidity, flavour, colour), sociocultural (e.g. creating employment in rural areas, maintenance of the rural population) and environmental ones (environmental externalities). The “separation of olives collected from ground and trees” (separation), “timing of harvesting” (according to a fruit-ripeness index), the “method of the ground harvest” (no picking from the ground), and the “method of tree harvest” (handpicking) were some of the most commonly identified olive-farming practices that contribute the most to meeting consumers’ needs with regard to olive-oil quality.

Research limitations/implications

The study suggests detailed analyses of the relationships between customer requirements and other agents practices involved in the olive sector (processing industries: mills, distribution, and marketing management, etc.) to more fully investigate the impact of all these practices on consumers’ perceived olive-oil quality attributes. This is the most reliable way to guarantee that the most sought-after quality characteristics are taken into account, not only in the farming stage but also in the various different stages of the olive agri-food chain.

Practical implications

Findings represent an opportunity in the market value chain to develop a quality olive oil which is more oriented towards the consumer and able to face future segmentations in the market. This is one of the main innovative features of this study, as it offers “good practice” guidelines to agents of the olive-oil sector from the consumer perspective.

Social implications

This study provides positive implications to consumers, providing them important tools to make an informed choice, and producers and marketers helping the design of production strategies to optimally satisfy the consumer preference with regard to olive-oil quality, and attain a competitive advantage by adding value to the product.

Originality/value

This paper is regarded as the pioneer in the literature translating the “consumer voice” regarding olive-oil quality into specific olive-growing practices “good-practices guidelines”. Thus, the relevant required quality olive-oil attributes should be clearly described on the label, to enable consumers to identify the quality features and make an informed choice. Furthermore, to meet consumers’ needs, the olive-oil sector should focus on the olive-growing practices that optimally satisfy consumer requirements concerning olive-oil quality attributes. This would help to improve legitimacy and boost public support for the Common Agricultural Policy subsidies for the agricultural sector in general, and the olive sector in particular. The findings are particularly valuable in helping policy makers to design marketing strategies to improve the sustainability and competitiveness of Spanish olive oil.

Details

British Food Journal, vol. 119 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 May 2007

N.F. Matsatsinis, E. Grigoroudis and A.P. Samaras

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Retail & Distribution Management, vol. 35 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 19 June 2019

Idiano D’Adamo, Pasquale Marcello Falcone and Massimo Gastaldi

The price of extra virgin olive oil (EVOO) is highly subjected to variability. In this way, the consumer is not able to perceive a price of reference. The purpose of this paper is…

Abstract

Purpose

The price of extra virgin olive oil (EVOO) is highly subjected to variability. In this way, the consumer is not able to perceive a price of reference. The purpose of this paper is to investigate this topic, trying to define a range suitable for the selling of EVOO.

Design/methodology/approach

A mathematical model is applied to the three price levels (i.e. production, intermediate and selling). It studies the relationship among main variables: purchase cost of olives, the production cost of olive oil, the yield of olives obtained by the technological process and the profit margin. To define the input data, 25 producers of olives and 25 owners of olive oil mills are involved.

Findings

The production of EVOO depends strictly on the production of olives, which typically is subdivided in a year of “high production” and in a year of “low production.” The price of EVOO is subjected to a great variability; however, it is possible to propose a range that varies from €7.0 per liter to €8.7 per liter.

Research limitations/implications

The level of acidity influences significantly the quality of olive oil, and this model has the limit to not analyze the variation of the price in function of this parameter.

Originality/value

This study is the first to propose a pricing model to evaluate EVOO. The literature section supports this assumption.

Details

British Food Journal, vol. 121 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 November 2018

Iwan Vanany, Ghoffar Albab Maarif and Jan Mei Soon

Halal food market has grown significantly over the years. As consumers are becoming more aware of the significance of halal food products and certification, food industries will…

1235

Abstract

Purpose

Halal food market has grown significantly over the years. As consumers are becoming more aware of the significance of halal food products and certification, food industries will benefit from a model that controls and assures halal food production. Quality function deployment (QFD) is a tool to support product design and improve food quality systems. Thus, the purpose of this study is to propose a multi-phased QFD model to identify key processes and prioritise programmes to improve halal food production.

Design/methodology/approach

The matrix in the first phase was designed using the halal assurance system (HAS) requirements and the set of production process. The relationships between HAS requirements and a set of halal critical factors [i.e. raw material (chicken), workers, procedures and documentation, equipment and premises] were established in the second phase. In the final phase, potential problems and improvement programmes arising under each critical halal phase were identified. The QFD model was developed and applied in a chicken processing plant in Indonesia.

Findings

In Matrix 1, slaughtering, meat processing and meat delivery were identified as the key process, whilst equipment, procedures and documentation and workers were determined as the most critical halal factors in Matrix 2. The final phase of the QFD approach assisted the chicken processing plant in reducing potential issues by identifying key improvement programmes. The prioritisation of improvement programmes also supports the company in decision-making and allocating their resources accordingly.

Practical implications

The multi-phased QFD model can be designed and adapted to specific food industry. It can be used to assure halal food production and inform food industry which area to prioritise and to allocate resources accordingly. The improvement of halal food production will assist food companies to target and access international markets.

Originality/value

This study proposed a new multi-phased QFD model that can be used as a halal food assurance and prioritisation tool by the food industry. This model will benefit food industry intending to implement halal assurance scheme in their process, halal auditors and policymakers.

Details

Journal of Islamic Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 8 May 2018

Ilija Djekic, Dubravka Skunca, Ivan Nastasijevic, Vladimir Tomovic and Igor Tomasevic

The purpose of this paper is to analyze perceptions of quality in the chicken meat supply chain.

Abstract

Purpose

The purpose of this paper is to analyze perceptions of quality in the chicken meat supply chain.

Design/methodology/approach

This survey covered 74 different farms, slaughterhouses, meat processors, and retailers and 500 consumers, using two methods. From the farm to retail, analysis covered “customer – supplier” viewpoints in different stages of the supply chain. From the consumers to the farms, the quality function deployment method was used. Five houses of quality have been developed using the Delphi method to synthesize the opinions of experts.

Findings

Farm-slaughter comparison shows that final weight at farm gate and animal welfare are the most important quality attributes. The quality aspect important for slaughterhouses and meat processors is the cold chain. Retailers and meat processors highlight the portfolio of various chicken meat products as their most important quality attribute. At the points of sale, shelf illumination and product placement are prevailing.

Research limitations/implications

The results suggest that there are different views on quality by all actors in the supply chain, from quality of chicken meat, food safety and quality of service in retail to profitability and animal welfare.

Practical implications

The paper enhances simplicity in analyzing quality aspects of different types of meat supply chains. This methodology enables a synergy of value chain promotion with other quality development approaches. It also creates possibilities for policy makers to improve competitiveness strategies.

Originality/value

Application of a similar approach to other parts of the food chain could offer a better insight into the transformation of quality.

Details

British Food Journal, vol. 120 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 November 2018

Nadiye Ozlem Erdil and Omid M. Arani

This paper aims to investigate to what extent quality function deployment (QFD) can be used in quality improvement rather than design activities.

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Abstract

Purpose

This paper aims to investigate to what extent quality function deployment (QFD) can be used in quality improvement rather than design activities.

Design/methodology/approach

A framework was developed for implementation of QFD as a quality improvement tool. A case study approach is used to test this framework, and quality issues were analyzed using the framework in a ceramic tile manufacturing company.

Findings

The results showed considerable improvements in the critical quality characteristics identified and sales rates, demonstrating the potential of QFD to be used in assessing and prioritizing areas of improvement, and converting them into measurable process or product requirements.

Research limitations/implications

One case study was completed. More studies would be beneficial to support current findings.

Practical implications

This framework provides structured approach and guidelines for practitioners in adapting QFD for quality improvements in existing products or processes.

Originality/value

This study proposes a new framework to use QFD in quality improvement activities, expanding its application areas. Moreover, the results of the literature study performed provide a valuable collection of practical QFD implementation examples.

Details

International Journal of Quality and Service Sciences, vol. 11 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 13 January 2021

Sara Spognardi, Domenico Vistocco, Lucio Cappelli and Patrizia Papetti

Investigate the behaviour and the habits of the consumers from central-southern Italy in relation to extra olive oil consumption, focussing on the impact of protected designation…

Abstract

Purpose

Investigate the behaviour and the habits of the consumers from central-southern Italy in relation to extra olive oil consumption, focussing on the impact of protected designation of origin (PDO) and EU–organic certification on purchase intention and quality perception.

Design/methodology/approach

A specific questionnaire was submitted to 160 consumers; a subsample of ten experts, ten semi-experts and ten habitual consumers of olive oil tested, through a blind test first and a normal one then, three Italian samples: an extra-virgin olive oil (EVOO) without certification, an organic EVOO and a PDO EVOO, which were characterised also from a chemical-physical point of view. The answers provided during the tastings were statistically analysed and compared.

Findings

People interviewed prefer local olive oils; they are positively influenced by PDO/organic certification, while price is not a decisive factor on the purchasing choices. According to tasting panel results: experts gave consistent answers preferring organic olive oil, semi-experts are positively influenced by the PDO brand contrary to what they claimed; non-experts would buy EVOO, although they are positively influenced by the PDO brand and negatively by the organic certification.

Practical implications

Only knowledge and experience can aid consumers make consistent and aware choices. Information campaigns could help them to distinguish products, correctly identify food attributes and overcome their scepticism towards quality of organic products.

Originality/value

Few works investigated the impact of quality and sustainability labelling on perception of olive oils, valuing the consistency between answers provided before and after sensory assessments.

Details

British Food Journal, vol. 123 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 January 2015

Rodrigo Romo Muñoz, Mario Lagos Moya and José M. Gil

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…

2567

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

British Food Journal, vol. 117 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 7 June 2021

Giuseppe Di Vita, Raffaele Zanchini, Giovanni Gulisano, Teresina Mancuso, Gaetano Chinnici and Mario D'Amico

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 April 2016

Luca Cacchiarelli, Anna Carbone, Tiziana Laureti and Alessandro Sorrentino

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

British Food Journal, vol. 118 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

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