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Article
Publication date: 2 October 2018

Rodrigo Romo-Muñoz, Francisca Romo-Muñoz, Jairo Stefano Dote-Pardo and Ricardo Troncoso-Sepúlveda

The study focused on the Chilean olive oil market. The purpose of this paper is to determine the incidence of psychographic variables in the purchasing frequency of this…

Abstract

Purpose

The study focused on the Chilean olive oil market. The purpose of this paper is to determine the incidence of psychographic variables in the purchasing frequency of this product in an emerging market.

Design/methodology/approach

A face-to-face survey was applied to a stratified sample in the Biobío Region (Chile). The food neophobia scale (FNS) and list of values (LOV) were used simultaneously to measure psychographic variables. A multinomial logit model was estimated to determine the relationship between olive oil purchasing frequency and psychographic variables.

Findings

Results suggest that psychographic variables can explain olive oil purchasing frequency in the Chilean market. For a new food product, neophilia and the values of external and hedonistic dimensions can explain the higher purchasing frequency of the product. Just as in other research studies, the combined use of psychographic and sociodemographic variables performed well in segmenting a new food market.

Research limitations/implications

Results should be interpreted for the purchasing behavior of a new food in the context of an emerging market. Future research should expand the geographic zone to apply the survey and incorporate other variables such as ethnocentrism or ethnic identity.

Originality/value

Most available research studies have investigated separately the incidence of both variables in food consumption in developed, cosmopolitan and intercultural markets. This is the first approach in jointly applying the psychographic variables FNS and LOV in an emerging market and using olive oil as a case study.

Details

British Food Journal, vol. 120 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

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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…

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

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