Review of Literature

CHAPTER – II

REVIEW OF LITERATURE

This chapter offers an overview of the literature review by means of inspecting the

connections and variations highlighted by the present researchers. Their empirical findings are

used for emphasizing the concepts on buying behavior and customer satisfaction for edible oil.

Reviewing of existing literature and different reports published periodically brings to the forefront

the fact that there is very little understanding of buying behavior of consumers towards Virgin

edible oil. The deep research on Virgin edible oil and related topic in the context of India is very

limited. The literature that has been reviewed till recent times speak about studies conducted

outside India. It’s only in the recent times that some studies in this field have started to gain

appropriate attention from the academicians and the practicing Managers. The marketing

management literature that seeing some good development is due to the realization of the crucial

role of the consumer in maximum type of socio – economic system. The focal point of the present

study is to understand consumer behavior, their brand preference, satisfaction towards edible oil,

the considerations and the factors that they take in account. To ascertain the existence of the present

study, a brief review of the studies focused on the Indian and foreign context on the subject of

buying behavior of edible oil and research gap has been taken into account.

 Melania Salazar-Ordofiez & Macario Rodriguez-Entrena (2019) This research focused

on assessing the potentiality of hybrid approach i.e., attitudinal approach that was

characterized by theory of reasoned action and planned behavior and decision approach

provided by the classical utility economic theory, in order to untangle consumer behavior

in agri – food markets. The empirical research was executed using daily agri-food product

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 and was based on collecting data from consumers in Southern Spain. Results reveal that

agri-food products analyzed influence that consumers in Southern part of Spain have direct

experience with olive oil and any information is readily available to them. Therefore, socio

economic features are used in judgmental choice approach and both the theories have a say

in the intention to use and consumption of agri food products. It is indicated that if there is

a need to expand the knowledge about consumer behavior in agri food markets, it is apt to

integrate variables from different approaches. But adequate definition measurements and

affiliation between them based on the paradigm they are chosen must be adapted. This

leads to extrication of consumer behavior in order to completely grasp agri-food market

functioning and implementing commercial strategies that can lead to success.

 Carla Cavallo & et al (2019) The present paper insights Psychological studies in relation

to the quality perception of the consumer, the biochemical or physiological aspects of bitter

taste of EVOO and Brassicaceae, and also looking into perception and preference of single

product. Results suggested that even though bitter taste creates dislike for a product, there

are some exceptions in a select group of niche consumers like innovators and organic

buyers, foods consumed for specific purposes like coffee, chocolate and alcoholic

beverages. The level of bitterness recognized by the consumers can be easily amended

through certain exposure, providing knowledge of benefits, and changing the environment

by the use of music. These insights can be used effectively to develop focused campaigns

with the single aim of promoting bitter but healthy food. Food pairings can also play a key

role. Brassica vegetables and EVOO needed special attention among all the products that

could be target using promotional campaigns. The deeper knowledge of consumers on how

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 traditional and local vegetables are used by them, the recipes they follow, their cooking

methods and food pairing can be used as the last consideration.

 Yoginder Singh Kataria & et al (2019) To look into the consumer’s decision making

process of buying organic food products the theory of planned behavior was empirically

extended to the consumption of organic food products in India. This research paper intends

to explore various factors affecting the consumer’s attitude, her intent and the actual

purchase behavior of Organic Food Products. The observation of the study proves that

organic food product’s buying behavior can be predicted by using consumers’ Social

Norms, attitude, and accessibility of products. Accessibility of the organic food products

was found to be more important factor than social norms to affect the attitude of the

consumer towards buying organic food products. Furthermore, it is suggested that by

adding constraints or variables viz., alternate attractiveness, perceived cost, perceived

usefulness, perceived performance, education of the respondent, place of living, family

member’s role distributions etc. for better understanding of attitude and behaviors for

further scope of research.

 Abderahman Rejeb & John G. Keogh (2019), this research paper overlay a HACCP food

safety management system on the value chain of olive oil in Tunisia. It analyzes the

possibilities and challenges of implementing HACCP in the industry of olive oil in Tunisia

in the international olive oil market. HACCP promises several advantages including the

preservation of product quality and safety for human consumption. In addition, HACCP

can help Tunisian export sales‚ enhance customer satisfaction and augment Tunisian

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 branding and marketing. Further, HACCP plan was developed that covers the olive oil

value chain‚ from olives cultivation to the storage of the final products in the retail store.

The procedures and steps are developed to address all the potential risks and hazards that

might be encountered in the supply chain. The results emphasize the exploration of the

hazards and risks prior and subsequent the operations of extraction units. Hence, HACCP

plan will be fully-fledged and help to preserve the quality of olive oil products. The present

study lays the groundwork for further empirical research related to the factors of

implementing the HACCP quality management structure in olive oil industry plus the

barriers that inhibit its effective use. Besides‚ the cost-benefit analysis of HACCP among

Tunisian olive oil businesses provides a significant potential for future investigation.

 Tiziano Tempesta & Daniel Vecchiato (2019) This study presents an analysis of the

demand for additional Virgin Olive oil by the consumers belonging to the Vento region vis

a vis some extrinsic characteristics of the oil. In order to achieve this objective a distinct

choice experiment was carried out allowing to spot the effect of each attributes on the

choices made by each interviewees. It also aimed at highlighting the presence of

heterogeneity in the preferences shown by the consumers. The analysis that was carried

out brought to the foreground the fact that there was a strong segmentation of the extra

virgin olive oil (EVOO) market present in the region of Veneto. In the case of Protected

Denomination of Origin (PDO) production, handicraft milling, and organic production the

diverse preference is predominantly significant. In contrast, the interviewees’ preferences

were of the same kind for the Italian or Veneto EVOO. The results confirmed without doubt

that when buying EVOO, the place where it is produced matters a lot to the consumers. On

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 the other hand, it appears least important in the areas where olive tree is cultivated only in

a small fraction of the cultivated land. Under these circumstances, naturally consumers

tend to consume more of EVOO brought in from other regions where production is

widespread. The study further brings forward and makes a point that Olive growing areas

that focus on preserving the traditional landscape have a considerable effect on consumers

buying behavior. But this cannot be generalized as this is applicable for few market

segments.

 Corina Pelau & et al (2018) this research determines and characterizes the relationship

between the personality of a person and certain types of his or her consumer’s behaviour.

It identifies the influence of the Myers-Briggs personality dichotomies on the impulsive

buying behaviour and the openness to buy newly launched products. Dichotomies such as.,

extroversion-introversion, sensing-intuition, thinking-feeling and judging-perceiving are

the personality types are tested using discriminant analysis whether impulsive behaviour

towards newly launched products. Also difference between the impulsive buying

behaviour and personality types are analysed using Wilk’s lambda, F-test & T test. The

results show that the openness to buy new products is more frequent among consumers

with an extroverted, intuition based behaviour. Further buying the tempted products is

higher for consumers who make their decisions based on feelings. It is also identified that

consumers buy only the products they have planned, based on previous shopping, they

sense on information to buy only known products.

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 Melania Salazar-Ordonez & et al (2018) study makes an effort to contribute to the

development of theoretical structure for agri-food markets with distinguishing failures.

Based on evidence that attitude towards EVOO and ROO products knowledge with product

other brand credence analysed for the overall purchase situation. The study infers that

consumers trust on leading brands having specific attributes, which EVOO unable to offer

compared to traditional ROO recognized by brand equity. Buyer training about

distinguishes features of the products, mainly on production processes and with respect to

biological profiles, becomes dominant in order to interpret the labels and distinguish

qualities accordingly. Simultaneously, the cooperative area should start by reducing the

heaps of EVOO brands through integration processes, given that the first step to improve

the product distinguish is creating brand awareness. Brand equity may be a handling force

in obtaining a competing advantage by differentiating brands’ personalities. Therefore,

variables i.e., consumption, point of view to the first product and to the product alternative,

knowledge (actual, self-perceived) and brand equity (awareness, perceived quality and

loyalty) are key to explaining consumer behaviour in such agri-food markets, where

increasing consumers’ knowledge and creating consumer-based brand equity seem to be

appropriate strategies to improve the process.

 Francisco José Torres-Ruiz ID & et al (2018) makes an effort to analyse the relationship

between perceived obstacles and usage of an organic product, OEVOO. Although the effect

of determined obstacles on the consumption of organic foods has been discussed. Firstly,

three groups of consumer’s viz., non- consumers, occasional consumers and frequent

consumers were taken into notice in the analysis, and, secondly, a different focus was

choosen which consisted of dividing the obstacles into two distinct dimensions: recognized

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 problems and the impact of these on behaviour. The result shows the use of various plans

to enhance demand according to consumer group. Marketing related plans to be chose to

achieve greater efficiency; hence efforts must be made to decrease the price differential

between OEVOO and CEVOO products. Further, for non-consumers group, it is vital for

increasing demand, strategies should turn around achieving greater social and

environmental awareness to organic food products in general and OEVOO specifically. To

attain this, policies developing the consumption of organic foods are important, driven and

led by public corporation to make sure their effectiveness.

 Melania Salazar-Ordóñeza,b & et al (2018) This study set out to acquire in-depth

understanding of buyer behaviour in olive oil markets in Spain and by classifying actual

consumption, attitudes, person-related and environmental factors that influence consumer

behaviour with contrasting degrees of intensity. It is recogonised that the consumption

pattern of EVOO and ROO are without an intermediary fixed on by attitude towards these

products, and a positive attitude towards EVOO is thrown back in a higher level of

consumption of that product. The discovering proves that flavour influences the

consumption of EVOO and ROO by changing their relationships with the point of view

towards ROO. It was examined with respect to two variables: a person-related variable,

exactly the socioeconomic component relating to the degree of education and an

environmental variable, the product culture interpret into the closeness to producing areas.

Further, urban consumer behaviour doesn’t appear to be remarkably affected by the

existence of olive groves in their home area, as it has been noticed that this may not result

in direct contact with the culture and the zone. Likewise, the outcomes prove that the

customer potentially expected out turn of using the product, healthy shopping habits,

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 recognized value of private brands and perceived taste. The factual research is required on

EVOO and ROO as product choice in sequence to further confirm that the relevance of the

products in inspect of olive oil markets and can be holded forth to other agri-food products

as well.

 Melania Salazar-Ordonez & et al (2018) the paper aims data managed to examine

consumer behaviour in agir-food markets, where product distinguish failures takes place,

with the point of untangling the part done by both consumer details and inferences found.

The study analyses customer knowledge composition and brand acceptance related to way

of thinking towards a specific foodstuff and a product option, likewise the true utilization

of the food thing. The variables viz., knowledge (actual knowledge, self-acceptance

knowledge), brand consciousness/union (to the product choices, ROO), Brand accepted

standard (to the product choice, ROO) and brand fidelity (to the product alternative, ROO)

are found. Forward the examination devised to find the aggregate, habits of olive oil and

other seed oils usage. The olive oil markets in the Spain has been selected for case study,

given that products such as extra virgin olive oil(EVOO) and refined olive oil(ROO), that

vary with regard to inborn features become uniform. The product failure indicated by

consumption, actual knowledge and self-perceived knowledge. Through correlation

matrix, all the other variables show significant relationship inorder to examine consumer

behaviour in olive oil markets.

 Elayaraja.T & Rajamohan.A (2018) Edible oils form a vital component of food outlay

and the great source of energy for human beings. The popularity of branded edible oil was

facilitated by changing customer behavior, entry of corporate and by government

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 regulation in the recent past. This study, aims to examine the consumer fondness and

purchase behaviour for various types of branded edible oil, influencing factors of the

consumer’s decision-making steps and consumer brand fidelity towards branded edible oil

in Chennai. Most of the families were interviewed during this study, the decision makers

were the house wives for the brand and type of edible oil to be used. The imperative factors

in basic leadership were health knowledge and specific brand’s nature. Lion's share of the

respondents use sunflower oil pursued by kardi, groundnut, soyabean, corn and kardi mix.

The higher salary class of the shoppers prefers marked oil than the free oil. Dhara has

greatest brand mindfulness pursued by Saffola, Fortune, and Gemini individually. Lion's

share of the respondent’s leans toward 1 liter and 5 liters bundle measure. Greater part of

the respondents devours 2 – 4 liters of palatable oil every month

 Jan-Benedict E.M.Steenkamp (2017) The paper presents the model for consumer

behaviour relayed on foods and the factors the influencing the decision making process are

framed. Require recognition, search for information, evaluation of alternatives and choice

are the four stages identified in the consumer decision making. Food acceptance is

dependent on acceptance and it is function of 3 factors they are the food’s psychological

influence, acceptance of sensory attributes and effects from the environment. The study

also examines on the effects of food’s properties, person-related factors and environmental

factors on the decision making. Based on similar statics on human population

developments, tourism development, disclosure of global marketing plans, fast

dissemination of data through greater media and government steps taken to effect food

consumption are some general trends in consumer behaviour across countries. The results

complicate that the trends are trade-off of quality, shattered market, time pressure,

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 development in number of female employees, growing health. Further, Environmental and

ethical reasons, consumption of food away from home consumption, IT are identified.

 Kenichi Kashiwagi (2017) this paper points to examine Japanese olive oil consumer

behaviour by estimating willingness to pay (WTP) for Tunisian olive oil products.

Additionally, it investigates the impact of Tunisian olive oil on Japanese consumer

behaviour. This paper analyses Japanese olive oil consumer behaviour using the contingent

valuation method (CVM) applied to a set of primary data collected by a survey. This study

assumes that the healthy attribute of olive oil, represented by the components of

polyphenol, would positively impact to increase Japanese consumers’ WTP despite the

impact of Tunisia as the country of origin being not necessarily positive. Applying the

CVM, WTP and its determinants were estimated by the payment card type method. Six

attributes were chosen to design the experiment: region of origin, price per ml, olive oil

type, taste, colour and health component. The results suggest that Japanese consumers

prefer extra virgin and virgin to regular olive oil and a sweet taste rather than a bitter one.

Respondents who frequently use olive oil prefer products made in Italy and Spain and

yellow olive oil rather than green and Tunisian olive oil currently dominate the olive oil

market in Japan.

 Daniel Leite Mesquita & et al (2016) the study proposed to analyse sensory perception

of customer and purchase intent of a Brazilian olive oil brand. Based on descriptive

research, a non-probabilistic sampling method is adopted to know the participants taste of

four different oil samples, which are commercial extra virgin olive oil samples. By

evaluating on a 7-point hedonic scale, sample of 115 consumers surveyed is

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 demographically described and different view related to sensory examine and buying intent

related with the key attributes indicated by consumers. Through consumer segmentation,

it was observed that consumers showed coherent sensory perception towards olive oil

characteristics differentiated them from compound oil. The results show that, depending

purchase intent and preference, consumers showed a compound behaviour design;

consumers do not necessarily purchase or prefer the olive oil that they sensorially preferred.

Consumers’ behaviour of olive oil also has peculiar things when they were segmented into

groups. The groups (utilitarian, naïve and expert consumers) accepted sensory aspects in

a very similar way to global amount of the surveyed consumers. Considering only the olive

oils samples (EGO, OAE and GEA) it was observed a relatively balanced consumers’

preference, the scores are closer to market position of the chosen brands, and EGO ranked

top in the Brazilian market.

 Sara Cicerale & et al (2016) studying of the factors that affects consumers’ way of

thinking, liking and importance for Olive Oil (OO) will be of benefit to the OO sector. The

people who grows Olive, who manufacturing the OO, specialists in packaging and the

manufactures who marketing the OO, etc. can use these things to help in the growth and

delivery of OO products in line with customer’s needs and wants, and aid to get more

growth in this section particularly with regard to new and emerging markets. The findings

provide information on the nature (color, flavour) and outward (label information,

packaging, perceived health benefits, price) consumer perception, attitudes, liking and

preferences for OO are the factors that have demonstrated an effect on them. The

researched thus far shows that there are clear population variations considering to the

measure of effect of the discussed nature and outward OO product attributes due to various

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 factors including cultural factors and situational factors. An understanding of the factors

that influence consumers’ acceptance, way of thinking, liking and choice for OO will be of

benefit to the OO sector.

 Isuf Lushi & et al (2016) The aim of this paper is to analyze the olive oil market in Albania

especially related to the quality of the product. The study focuses on Albanians olive oil

consumer so it can be better understood about their acceptance towards quality of olive oil.

Based on interviewing public face –to-face, an illustrative analysis for the olive oil market

in Albania is chose, providing more centric to Albanian consumers favourites and

unfavourites in the product. Also identifying whether the consumers have more knowledge

of the specific qualities of olive oil and also the accepted quality with respect to origin and

their opinion on any developments/changes they would like in the olive oil market. The

results evidence that Albanian consumer’s perception towards prices, packaging and origin

and up-dated information about the olive oil quality are ascertained in the study.

 Del Giudice, Teresa & et al (2015) The paper concludes and syntaxes the data gained in

recent years on consumer favours related to extra virgin olive oil. The analysis consists of

2 distinct parts providing calculations of consumers’ readiness to pay for high quality with

EVO credits including a measure of goodness of calculation and a meta-analysis with

variables viz, Willingness to pay(WTP), Olive origin certification, brand, neutral taste,

traceability, organic certification, peer reviewed articles and Italy based survey done to

prepare the observed results acquired. The results reveal that Italian consumer’s giver less

importance to quality attributes overall while compared to consumers from other countries,

while articles not published in squint discussed journals seem to overestimate the real WTP

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 for the allocated. The tracing ability does not seem to affect the WTP; information on the

area of origin has on consumer choices. Brand, organic certification and origin certification

can be though carefully the product allocations presenting the greatest effect on consumer

readiness to pay. Further, impartial taste allocation presents the lowest WTP by EVO

consumers are identified.

 Ulrich Hamm1 & et al (2015) the aim of the study is a comprehensive examination of

organic food products marketing with a centric on behavior of the consumers and food

habits in German. According to, the substantial literature, a separate knowledge analysis

was conducted based on the determinants of consumer behaviour, segmentations of

consumer, policy of the product, policy on price, policy of communication, and policy of

distribution and consumption in out-of-home. The findings show that the influence by

socio-economic attributes on behavior related variables such as purchase frequency,

intensity, behavior and decision, motives, perception and acceptance of organic food are

observed. A relationship between the consumers’ socio-demography and readiness-to-pay

was suggested. Further, conducting of expert workshop, participants of expert workshop,

examine the relevance of determinants for organic consumption in longitudinal analyses

was mentioned. Corresponding analyses of the organic intensive consumers and the

organic occasional consumers would have focused a change in behavior in consumption at

an early stage. The experts in detailed identified sociological criteria, especially the effects

of networks on organic consumption identified as potential determinants.

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 Carla Cavallo (2015) The study will be focused on two surveys: one will investigate order

for allocation of olive oil products and next will test the same allocation on a product made

by a both of olive oil and butter. In this paper studied how the acceptance of healthiness

takes place into the mind of buyers. The result concludes that there is less expected

distinguish between the two samples of buyers: the first noticeable variation is in the

examining of packaging the OO. In fact, Dutch buyers think that a lighter packaging can

better provide an image of a healthy product, while the opposite is for the Italian sample.

It is noted that difference between the two groups of buyers is about the pungent fond of

olive oil products. Inspite of these, there is a slight variation between the two samples;

Italian buyers are more ready to accept products with a pungent taste. Both examines of

these two elements seem to be affected by the familiarity with the product that is what

mainly distinguish the two groups. Furthermore, the conclusion of this paper can be

compared with products that are contrast in the mind of consumers, for example the ones

that are evaluated more to cover the larger area in which the boost of the packing can have

a contrast role. This allows a final understanding of the role of packing and symbols in the

decision process occurring in the mind of consumers.



 Horsu Emmanuel Nondzor, & et al (2015) the aim of the study was to ascertain

consumer’s knowledge, perceptions and fond of edible oil. A cross sectional approach was

used for study. Pre-examined, half way structured questioning people were managed to 206

respondents. The observed proof advices that more majority of buyer’s use refined edible

oils in their daily meals. However, these buyers lack the necessary knowledge on saturated

and unsaturated fats of edible oils. As a result, these consumers purchased the refined

edible oils because they accepted them to be healthy to consume, quality and nutritious.

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 Moreover, unrefined edible oils were accepted to be inferior in packing and quality is poor.

According the buyers choice in size, it was recognizing that majority of buyer choose edible

oils in medium size containers. Besides, buyers of unrefined edible oils bought mostly in

open markets, whiles refined edible oils were bought in supermarkets. Edible oils were

mostly used by buyers in frying various foods and preparation of different kind of stews.

 Thiyagaraj.V(2015) buyer’s choice are defined as the individual tastes, as calculated by

utility, of various bunch of goods. The vital players giving various types of edible oils, in

various parts of the country, with special focus on quality acceptance under particularly

more populated area region. Edible Oil is purified fat of plant or animal origin, which is

liquid at room temperature. The different kinds of edible vegetable oils include olive oil,

palm oil, soybean oil, canola oil, pumpkin seed oil, corn oil, sunflower oil, safflower oil,

peanut oil, grape seed oil, sesame oil and rice bran oil are identified. It is also deducing the

response remarkably vary towards the awareness level of brands of Sunflower in gender-

wise, age-wise, income-wise, occupation-wise and educationally.

 Margherita Maria Pagliuca & Debora Scarpato (2014) to examine and collate buyers’

and chefs’ preferences for five Italian olive oils (Bentolli, Carapelli, DeCeoco, Monini,

Sapio) with the aim to eventually identify contrast in preference behaviors. The

examination of buyers’ choice has assumed a high importance in order to improve quality

of products and to get a contrast advantage. Sensory analysis is the analysis of a product

through the examination of the part of acceptable by the five sense organs viz., colour,

odour, taste, touch, texture and noise. The discovery proves that the sensory parts which

manifested the buyers’ overall preference in oils were digestibility and aftertaste for buyers

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 who liked the Bertolli and Monini oils, aroma of oil for the buyers who liked Sapio oil and

flavor for the consumers who preferred De Cecco and Carapelli oils are found. The sensory

parts which showed the chefs’ all over choice in oils were digestibility and aftertaste for

chefs who liked the Bertolli oil, aroma of oil for the chefs who liked Sapio oil, and flavor

for the chefs who preferred Carapelli, De Cecco and Monini oils are identified.

 Maria Lisa Clodoveo & et al (2014) this paper elucidates on the qualitative and

quantitative methods to get to know about the applicable factors affecting purchase and

consumption behaviour for extra virgin olive oil (EVOO) among America consumers. It is

acknowledge that knowledge on health welfare of EVOO consumption and bioactive

components adds nutritional things. The discovery discloses that EVOO has appositive

image, nutritional health benefits and competition on price, and hence crushes the

manufacture of oil of high quality and standardize the quality. As olive oil was used to

manufacture medicine and cosmetics, the surveys has shown that prices paid to people who

grows olive have been absurdly low in modern seasons and have not run to cover their

manufacturing costs. It is evidently unaccountable considering the entire well-known

nutritional and sensory properties of virgin olive oil. The result is that buyers fear

purchasing low-quality EVOO, or olive oil blend with olive–pomace oil or seeds oil. The

study shoes that buyers wish more promise and data to give a premium price to the product.

Buyers would also comfortable to find on the label other voluntary information on the part

of the producer, such as the olive variety used.

 Gámbaro L. Raggio, & et al (2014) the paper analyse five virgin olive oil samples were

examined by customers for their colour acceptability and expected quality. A explanation

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 of the parts expected in the various oils was obtained from the acknowledge buyers by

means of a check-all-that-apply a set of printed or written questions with a choice of

answers, for the purpose of survey. Consisting of a list of 17 possible virgin olive oil

credits. Hierarchical collection analysis led to the finding of two buyers group with

different behavior. Whereas one buyer group credit higher quality to those oils that were

greener in color, described as tasty, rich in flavor, strong in tasting, herb in flavored and

very costly, buyers in the other group predict that greener olive oils were of a poor quality,

as they described them as strange in taste, strong in tast, herb in taste and defective. The

results of this study show that buyers in non-traditional, emerging olive-growing countries

visible to not yet have a clear choice concerning a virgin olive oil’s color. It was discovered

among the persons who response to reject those oils of a yellow color (pale yellow and

golden yellow), assuming that it was indication of poor in quality olive oils, assumed

because of a league with yellow-colored seed oils widely available on the local Uruguayan

market.

 Yamna Erraach & et al (2014) paper examines the relative vital that European origin

labels (Protected Designation of Origin, PDO) with extrinsic (price and packaging) and

intrinsic (colour) signal of Spanish olive oil has in buyers choice. The results shows that

price and origin labelling (PDO label) are the featured that most affect buyers´ choice and

four buyer section were found, two of which cover liking the origin label. The main aim of

the this paper is to examine buyers choice towards a PDO-labelled extra-virgin olive oil

and examine the market prospective of the European PDO label in the Spanish olive-oil

sector. For this, common geographical sign labels (PDO label) have been considered. The

conclusion look into the relative significance of PDO-labelled extra-virgin olive oil in

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 buyers ‘benefit purpose. The discovering show that the PDO label has the greatest possible

to satisfy Spanish olive-oil sector because buyers choice on PDO label may give space to

increase buyer demand for a PDO-labelled olive oil. Hence, European Protected

Designations of Origin provide an added importance for olive oil and a competitive edge

in the market and the presence of PDO label on the extra-virgin olive oil positively affects

buyers’ utility function.

 Teresa Panico & et al (2014) this paper investigates about the buyer’s preferences for

extra-virgin olive oil in Italy. In order to fragment the Italian extra-virgin olive oil market,

the knowledge procured from a countrywide survey was examined and executing a huddle

analysis on the estimates of consumers’ readiness to pay for origin of olives, production

methodology and sensory attributes. The outcome shows that information on the origin,

both in terms of the adoption of PDO or PGI certification and labelling of the origin,

production method and organoleptic characteristics astonishingly affect consumer

preferences for olive oil. It is observed by market segmentation among clients who are

particularly receptive to the origin and organic certification as well as labelling clarity. This

paper analyzed the information content of labels on consumer choices, testing the WTP on

the label, such as product origin, sensory attributes and production methods, health signal

and organoleptic characteristics. It is then further suggested that by identifying buyer

education policies to fill the gap between a propensity for impartially flavoured olive oil

and ground-breaking production of oils with a more decisive sensory and organoleptic

profile demands for complementary techniques of analysis.

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 Vishal Raut & Shubhangi Walvekar (2014) this study was executed in the semi urban

area: Yewalewadi, Pune region, to know the buyer predilection over the brand/unbranded

edible oil. The study was extended to disclose whether meticulous age group customers

choose branded edible oils or not, along with the attributes that play vital role in

encouraging the buyer. Health was measured to be an essential constraint for the selection

of Edible Oils. Finally it was concluded that, buyers prefer well-known products over

unbranded products of Edible Oils. Healthy Edible Oils are on precedence for selection on

any brand of Edible oil than any other attribute. This region has major satisfied buyers with

reference to the brand they currently use. Finally, it was accomplished that, consumers

prefer branded products over unbranded products of Edible Oils. Healthy Edible Oils are

on main concern for selection on any brand of Edible oil than any other feature. The region

has satisfied customers with reference to the brand they currently use. For marketers it is

obligatory to create a brand that focuses on healthy life style. Consumers are on the

threshold of comparing different brands available in the market and finalizing the healthy

products with economical prices.

 Motilal Kamil Narayana & et al (2014) in order to make a buyer buy or choose a brand,

they must first be made conscious of the brand and focus on keeping and examine brand

awareness. Thus, there is an immediate need for a marketer to know the edible oil brand

buyers choose and recognize what affects their brand predilection. The present study

discovers the consumers’ preference for oil brand, oil variants, and factors influencing the

purchasing decision. The study highlights that brand image; price, health consciousness,

and quality of a particular brand are the most important factors influencing consumers’

decision making for edible oil purchases. The study highlights that buyer’s showing a

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 preference towards soya bean variety and mustard oil variety. Hence the marketer can take

mileage of the present health awareness to convince the consumers to accept other variants

of the edible oils besides the sunflower variant.

 Giuseppe Di Vita, & et al (2013), the paper aims to know about buyer predilection

concerning extra-virgin olive oil attributes that include the area of origin, a geographical

designation (PDO and PGI), organic certification and price to be informed to stakeholders.

The aforesaid attributes make up a supplementary factor of overall perceived quality and

verify if the sensitivity of quality varies among buyers in diverse geographic areas. The

hypotheses were developed pertaining to the association between the overall effectiveness

of the product and its particular characteristics. Findings obtained from the investigation

highlights the significance of price and geographic origin both in the centre north and in

the south of Italy. Both these attributes affect consumers more than the method of

production and PDO certification. This result suggests that Sicilian olive oil not have a

strong enough standing on a national level, because of its market dispersion is small and

requires correct tactical choices by producers in order to acquire strength in competitive

areas. Further, the price was the most appreciated attribute and the southern origin of olive

oil acknowledged the highest appreciation from both samples of customers. Also, it is

focused that an organic method of production and PDO certification optimistically

influenced Italian olive oil customers.

 Drini Imami & et al (2013) the investigation examines buyer purchasing manners and a

predilection for olive oil, in a context of a weakly compulsory public and private food

safety and quality assurance system. A buyer survey was managed at retail outlets in Tirana

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 and perceptions and attitudes among Albanian customers were calculated, using basic

descriptive statistics analysis to describe the reaction of the sample group under study. The

results specify that most clients recognize the quality of olive oil they consume to be very

high and tend to rely on and trust in the producers/suppliers of the product, rather than

public institutions as a guarantee of the quality and safety of olive oil purchased. Two

clusters viz, Happy and loyal comprised of consumers who know the producer as the main

indicator of olive oil quality guarantee. & Critical and quality seeking shows consumers

trust in the label with the quality of olive oil and buys from the supplier. Further, it is

identified that Albanian institutions that are to control and promoting agricultural

development and consumer quality and safety need to focus on strengthening the standards

of food safety, quality control and certification to gain Albanian consumers’ confidence on

domestic labelling and standards.

 Parras M, (2013) this paper describes the strategies that the olive oil production sector can

use to achieve greater market orientation and to identify sources of differentiation of olive

oils to design and implement a differentiation strategy that makes consumers perceive oils

as unique. The paper identifies the factors influencing consumer product choice, to design

marketing strategies that favourably influence their decisions. It is observed that olive oil

to be packaged in non-refillable containers in order to ensure product authenticity and use

of e-commerce in business settings related to olive oil. Virgin olive oils have attributes that

make them different from other oils and fats and which are valued by consumers, such as

their positive effects on health, their characteristics in fried food, and their quality and

naturalness. The result shows that consuming extra virgin olive oil is an investment in

health seems to have been achieved for virgin olive oil and organic production methods are

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 positioned based on their environmental attributes and are increasingly valued (particularly

organic oils) by the market segment with a strong environmental commitment.

 Nadhem Mtimet & et al (2013) This article investigates the Tunisian olive oil consumer

behaviour based on selected olive oil attributes: type, taste, colour, packaging, a region of

origin, and price. The results have important implications to improve the marketing of olive

oil in the local market by focusing on key preferred attributes. Consumers were found to

prefer more extra-virgin, followed by virgin olive oil, to pomace oil. With bottled products,

olive oil manufacturers could use green coloured glass or plastic bottles to entice

consumers. Olive oil colour depends also on olive kinds and the period of fruit collection.

Contradictory to a common belief in Tunisia, the region of origin attribute did not show a

notable effect on consumers’ purchasing decisions. The results show also that Tunisian

olive oil consumers are price-sensitive and therefore any price strategy to introduce bottled

products should take into account consumers’ preferences for bulk purchase. As future

research, it is important to undertake other experimental research on Tunisian olive oil

consumption behaviour using other techniques, such as the choice experiment technique,

to merge the results got in this research.

 Piccolo, Domenico (2013) The paper summarizes the Italian consumers’ predilection and

purchasing behaviour with reference to extra virgin olive oil. Specifically, a class of models

for ordinal data, namely CUB, has been studied in order to describe the importance that

respondents assign to a list of intrinsic and extrinsic attributes and the level of agreement

that consumers express with a number of statements concerning extra virgin olive oil. This

study focuses on an innovative class of statistical models, namely CUB, which can be

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 applied to gain further approaching into the study of consumer preferences for EVO oil.

Based on the Italian origin, the health benefits of EVO oil and the need for not

amalgamating it with other fatty substances are items that uniformly attract the affirmative

ratings of the respondents. Thus, no clusters of consumers with varying behaviour are

identified. The organic EVO oil is more appreciated by women, younger respondents and

people that live in Central and Southern Italy. Depending on the age, level of education

and presence of children in the family, the use of EVO oil for non-conventional

preparations (such as deep frying) produces great uncertainty among respondents that

differentiates their opinion. It is favourably considered only by those who have terrible

eating habits whereas more discerning consumers (having a high level of product

knowledge, attentive to healthy food and recent food trends) are willing to pay a premium

price in order to be sure about the purchase of good quality EVO oil.

 Selina T.Wang & et al (2013) this survey examined the United States consumer

perceptions and attitudes toward olive oil. It is indicated that there are opportunities for

producers to modify marketing practices to assist consumers in making better informed

olive oil purchasing decisions. The results prove that olive oil producers should consider

modifying packaging to clearly show best uses on the package, offer a harvest date to assist

the consumer in assessing the freshness of the oil and allow the consumer to see the colour

while still protecting the oil from light. Further, health and taste are reasons for consumers

choosing olive oil over other oils and fats. The findings show that only 25 per cent of

respondents showed that they choose other oils because they are less expensive than olive

oil, suggesting that consumers will pay more for olive oil to receive health and flavor

benefits. This survey offers insights into consumer attitudes toward olive oil provided the

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 importance of health to consumers; producers examine thoroughly whether higher-quality

olive oil is healthier than lower-quality olive oil. About half of consumer’s bake with olive

oil, which may offer producers an opportunity to market olive oil as a healthy and flavorful

baking option.

 Margherita Maria Pagliuca & Debora Scarpato (2013) the analysis is focused on olive

oil, given its importance for the renewed and growing interest that this product has in

nutrition, health and wellbeing. This study was conducted to identify and define sensory

characteristics of five Italian olive oils and to link these differences to consumer and

“experts” (the chefs) preferences through the application of preference mapping. This

paper’s aim is to analyze and compare consumers’ and chefs’ preferences for five Italian

olive oils with the aim to eventually identify differences in choice behaviour. The aim of

this study was to use sensory analysis to describe and analyze the preferences of both expert

(chefs) and consumer groups for the five most widespread commercial Italian olive oils. In

fact, concerning the sensory attributes, the consumers opposed flavour to digestibility, and

aroma against aftertaste. In particular, the sensory attributes which guided the consumers’

overall choice preference in oils were: digestibility and aftertaste for consumer who liked

the Bertolli and Monini oils, the aroma of oil for the consumers who liked Sapio oil and

flavour for the consumers who preferred De Cecco and Carapelli oils. The identification of

different olive oil quality attributes should make up a clear incentive for the highly

competitive, market-oriented firms to satisfy the needs of quality-conscious olive oil

consumers.

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 Mustafa Ogutcu & et al (2013) the study attempts to gain the significance of virgin olive

oil samples got from different sites (exit of malaxer, decanter and centrifuge) of different

oil production systems (2 and 3 phase centrifugation and classical press systems). Physical

(turbidity, instrumental colour and smoke point) and chemical properties (antioxidant

capacity, total phenolics and free fatty acid) and measured sensory bitterness values of the

samples. Total phenolic contents and antioxidant capacities were found to be significantly

different among the samples got from different production sites. The results show that there

were statistically significant relations between bitterness and total phenolic content of the

samples. Some physic-chemical differences exist between the VOO samples produced both

in different systems and in different points of the same production system. VOO samples

collected at the malaxer exit and decanter exit had higher levels of total phenolics,

bitterness value and turbidity than centrifuge exit counterparts. In fact, this study has shown

that because of the higher level of phenolics and antioxidant capacity found in those

samples, some health benefits through consumption of such VOO can be possible. Further,

it was shown that VOO bitterness, turbidity and total phenolics content are much-related

properties and proves significant.

 Noureddin Driouech & et al (2013) The study aims at discovering Albanian buyer

knowledge of and outlook toward agro-food products with principled values such as

organic, fair-trade and typical/traditional ones. Respondents were getting in touch with

accidentally chiefly in markets and other shopping areas. The main sources of information,

knowledge and approach toward agro-food products with moral values, including reasons

and motivations for buying them, purchasing channels, and opinion about prices and

willingness to pay were obtained. Results got to prove that Albanian customers have an

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 optimistic attitude toward organic products. Most of the interviewed Albanian customers

know that their consuming behaviour generates environmental, economic and social

impacts. It is observed that higher price and low market accessibility are the main obstacles

that should be overcome in order to increase sales of agro-food products with ethical

values, which will bring sustainable benefits to Albanian rural areas and consumers. Most

of the Albanian consumers have a positive attitude regarding ethical products because the

greater part of them think that are healthy and ethical products mostly are produced taking

care for the environment and have not many motives related to social impacts. Further, for

Albanian consumers, ethical product, mostly is organic and local especially from farm and

respective zone; they think that they buy ethical products every day or week either in

farmers’ market or door-to-door products; higher price, low market accessibility and

education are the main hurdles that should be overcome in order to increase sales of agro-

food products with ethical values.

 Ahmed Yangui (2013) the analysis of consumer’s preference heterogeneity towards

traditional product such as extra virgin olive oil is the guideline of this thesis. The aim is

to discuss whether optional information for extra virgin olive oil influences purchasing

behaviour for extra virgin olive oil and purchase intention. The study explores the further

impact of accounting for the mean and variance heterogeneity in the distribution of

individual-specific preferences. The results reveal a high and significant heterogeneity,

highlighting the role of the housewife with high-level school education as responsible for

both household food purchases and preparation of familiar dishes. Previous research

showed that optional information such as a country of origin, ISO certifications, the PGI

logo, carbon footprint information and polyphenol information explain significantly the

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 purchasing behaviour of olive oil consumers and form purchase intentions. Thus, the

empirical research attempted to show whether there is a relationship between purchasing

behaviour and purchasing intention, based on specific optional information in extra virgin

olive oil labels. Thus, the research concluded first that information such as a country of

origin, safety, nutrition facts, and distinctions and whether it is environmentally friendly to

characterize purchasing behaviour for extra virgin olive oil and that purchasing behaviour

can actually predict purchasing intention.

 Giuseppe Di Vita1 (2013) The paper's aim is to notify olive oil stakeholders about

consumer preferences regarding extra-virgin olive oil attributes, that include the area of

origin, a geographical designation (PDO and PGI), organic certification and price. The

aforesaid attributes make up an additional factor of overall perceived quality and verify if

the perception of quality varies among consumers in different geographic areas. The study

highlights the leading role that price plays and highlights how Italian olive oil consumers

are positively influenced by an organic method of production and PDO certification.

Further, results show how consumers of conventional production areas, such as the

southern Italian regions, identified their local olive oil as better, while consumers from

areas not traditionally olive oil producers considered a high price to be an indicator of

quality, often purchasing the most expensive products on sale. Findings also highlight that

Italian olive oil consumers were positively influenced by an organic method of production

and PDO certification. The information derived from this study can be useful in providing

policymakers and olive oil producers with a wider knowledge of the behaviour of Italian

customers and may help them better understand future attitudes of consumers towards the

quality attributes and origin of extra-virgin olive oil.

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 Kevin Lane Keller (2013) a theoretical model of brand evenhandedness from the

perception of the individual consumer. Consumer-based brand fairness is defined as the

differential effect of brand understanding on consumer response to the marketing of the

brand. A brand is said to have positive (negative) consumer-based brand equity when

consumers react more (less) favourably to an element of the marketing mix for the brand

than they do to the same marketing mix element when it is credited to a fictitiously named

or unnamed version of the product or service. Brand knowledge is conceptualized

corresponding to an associative network memory model in terms of two components, brand

awareness and brand image (i.e., a set of brand associations). Customer-based brand equity

occurs when the consumer is familiar with the brand and holds some favorable, strong, and

unique brand associations in memory. Issues in building, measuring, and managing

customer-based brand equity are discussed, as well as areas for future research. Identifying

various dimensions of brand knowledge i.e. brand awareness and brand image. The main

aim of this article is to present a conceptual framework that would provide a useful

structure for managers developing brand strategies and researchers studying brand equity.

The article also explores some specific aspects of this conceptualization by considering

how customer-based brand equity is built, measured, and managed. In the presentation of

a conceptual framework of customer-based brand equity, several constructs and

relationships are discussed. Consequently, supplementary research is necessary both to

refine this framework and to suggest other implications for marketing schemes and ploys.

 José Felipe Jiménez-Guerrero1 & et al (2012) to study consumer preferences in the

consumption of olive oil in the main producing countries. It is observed that the extrinsic

attributes of olive oil (e.g., price, origin or variety) are the most important when consumers

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 face the act of purchase and ranked top and intrinsic attributes, such as colour or flavour

ranked next for consumption. Thus, most studies report a stronger role of extrinsic aspects

over intrinsic attributes. In this context, price is the major factor affecting consumer

behaviour. When the consumer is familiar with the product, the country of origin is the

most influential aspect in determining consumer purchases. Thus the aim of commercial

communication should consider not only different perceptions of the product cues but also

the differences in product familiarity. In particular, for countries in which product

knowledge is greater and consumers have a greater knowledge of the intrinsic

characteristics of the product, communication campaigns should aim to reinforce

consumers’ image of the product. Campaign to raise awareness, image and maintain loyalty

to the brand among producers and exporters of olive oil.

 Jue Chen (2012) the objective of this research is to investigate the various determinants

and elements which influence consumers’ purchase behaviour of organic food products in

urban China. Five stages (influencing stage, cognitive/affective stage, evaluation of

alternatives stage, behavioural intentions stage and purchase stage) proposed a conceptual

groundwork for analyzing consumer purchase decision making towards organic food in

urban China. The four constructs–namely, product, regulatory, lifestyle and ethnocentrism

– were located in the affecting stage. The findings of this study have revealed that the

prompting stage’s product-related regulatory and lifestyle constructs directly or indirectly

influence urban Chinese consumers’ beliefs/attitudes, pre-purchase evaluation and

behavioural/purchase intention. The cognitive/affective stage of which beliefs and attitudes

were the main components was found to be a significant predictor of pre-purchase

evaluation. In the valuation of alternatives stage, the pre-purchase evaluation was found to

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 have a highly significant effect on behavioural / purchase intentions. The findings of this

study have revealed that Chinese consumers’ attitudes towards organic food are influenced

by the dimensions of the product, regulatory and partially lifestyle (variety seeking and

self-indulgence). Through structural equation modeling, it was revealed that all the

dimensions and their components significantly impact the behavioural purposes for the

purchase of organic food in urban China through the intervening effects of consumers’

attitudes and their pre-purchase evaluation.

 Dekhili.S & et al (2011) The objective of this study is to evaluate the significance of origin

cues as choice criteria for olive oil and to investigate whether variations can be highlighted

in two different contexts, i.e., France and Tunisia. The study used the best-worst scaling

method to examine the samples in both countries. Thirteen attributes viz., country of origin,

a region of origin, price, brand, olive variety, producer or seller, taste, extra virgin label,

colour, appearance, packaging, quality labels and medals and organic label to identify a

selection criterion in purchasing olive oil. Based on cluster sampling method, the study

examined the effect of origin cues on olive oil choice in two countries, France and Tunisia.

The results using the best-worst method indicate that product origin attributes (country of

origin, the region of origin and olive variety) are significant determinants in consumer

preference for both samples. The findings reveal that French consumers place greater

emphasis on the country cue than the region and Tunisians place more emphasis on the

region and olive variety.

 Zanoli, Raffaele and Naspetti, Simona (2011) The paper presents partial results from an

Italian study on consumer perception and knowledge of organic food and related behaviour.

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 Based on the means-end chain model, link the attributes of the products to the needs of

consumers. It is witnessed that even though organic products are difficult to find and costly,

most consumers judge them undoubtedly. All consumers relate organic products with well-

being at different levels of consideration and want good, tasty and healthy products because

their most significant values are pleasure and well-being. Results show the differences exist

between groups of consumers concerning their regularity of encountering the use of

organic products and level of information (expertise). Reports discuss results on consumer

cognitive structures at a different level of experience. As theoretically expected, lower

prices and better distribution, of course, would help to increase demand for organic

products. At the same time, potential organic consumers want good tasting products as well

as easy-to-use products which are not perishable. Concerning development, better

packaging and organoleptic quality standards ought to be a target for organic farmers and

processors.

 Dr Sarwade W.K (2011) The objectives of the study based on the brand preference

position in the market and to know the levels of brand awareness among the consumers of

edible oils. Further, the paper reveals the factors influencing the purchase decision for

edible oil and to know the purchase and consumption patterns. The results evidence that

the majority of the families surveyed during this course, the housewife is the decision-

maker for the brand and type of edible oil to be used. The important factors in decision

making are the quality of a particular brand and health consciousness. The consumers use

sunflower oil followed by soyabean, kardi, groundnut, corn & kardi blend. Further,

Branded oil is preferred than loose oil. Dhara has maximum brand awareness followed by

Saffola, Fortune, & Gemini respectively in India and Maharashtra state and Majority of the

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 respondents prefer 1 litre and 5 litres package size and the respondents consume 2 – 4 litres

of oil per month.

 Catherine Chan-Halbrendt & et al (2010) aims to understand the consumer preferences

towards stakeholders in the olive oil industry. Through extensive reviews, five attributes

with levels viz, Type (Extra virgin, virgin, normal), origin (import, domestic), place of

purchase (shop, supermarket), taste (bitter, pungent) and price/litre (400,650,900) are

chosen for olive oil preference towards the consumer. The results show a strong choice for

domestic olive oil and small niche markets that cater to specific consumers. The study also

shows a gap between choice and actuality that needs to be approached by the stakeholders

in the olive oil industry. Many consumers choose to buy olive oil directly from farmers

they know, as they trust the quality of their products more than commercial processors. All

these factors create ideal conditions for branding, for the betterment of quality for niche

markets. The study showed that there is a high requirement for Albanian olive oil. The

majority of the respondents indicate they are willing to pay a higher price for the product.

The findings prove that by consolidating consumer preferences into product development

and marketing strategy could benefit the industry in enhancing domestic sales. Also, the

olive oil industry needs to educate and market to both current and potential consumers

concerning the quality of domestic oil.

 Adriana Gámbaro, & et al (2010) the study aims to gather information about consumers'

perception of olive oil, using a word association technique and to compare those

perceptions with those vegetable oils commonly found in the Uruguayan market. Also, to

study whether consumers' opinion of olive oil is influenced by their consumption frequency

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 of olive oil. Based on the consumer survey, through word association task, around five

types of vegetable oil: olive oil, corn oil, sunflower oil, soybean oil and rice bran oil are

performed. Report on the first four images, associations, thoughts or feelings about each of

the oil collected from the consumers. The different connections were grouped into eighteen

categories and the frequency of mention of each of them was determined for each of the

evaluated oils. The evaluated vegetable oils raised different connections in consumers'

mind, suggesting that the personal constructs behind their consumption might differ. The

results prove that Olive oil was recognized as clearly different from the other oils and was

described using categories such as pack, good quality, positive effect on health and positive

feelings.

 Espejel, Joel & et al (2009) This article analyses the influence of perceived quality

measured across intrinsic and extrinsic attributes on satisfaction and consumer loyalty for

a traditional food product as with PDO (Protected Designation of Origin) olive oil "Aceite

del Bajo Aragón.". The article highlights the significance of the consumer's degree of

expertise in these associations. Further, consumers are classified based on their degree of

knowledge is the main explanatory variable of satisfaction, and loyalty of the more

sophisticated consumers are the extrinsic attributes of the product (brand name, place of

origin, images associated to the product, etc.). These verdicts develop essential managerial

implications for building a brand image for a PDO. The results have shown the existence

of a clear positive attraction of the intrinsic perceived quality (e.g., color, smell, and flavor)

on consumers' gratification and loyalty. However, we have not found sufficient testimony

to support the influence of extrinsic recognised quality on these variables. Companies

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 looking for sustainable competing advantages should meet consumers' quality expectations

and focus on creating value for each specific consumers group to meet their satisfaction.

 Dekhili.S, d'Hauteville.F (2009) The main objective of this paper is to evaluate the image

of a region contributes to the observed quality of olive oil with a sample of French and

Tunisian consumers. This study endeavours to measure the overall impact of the usage of

the image of an olive oil-producing region and the effect of the components of this image

on consumers perceived the quality of olive oil. Two progressive experiments were

performed in two different cultural contexts. The results evidence that the image of the

products region of origin influences perceived overall quality regardless of the respondent's

nationality. Though experimental and control group allowed to continue testing the overall

influence of the perception of the products region of origin as well as the effect of the three

dimensions (natural conditions, human factors, olive variety) on the evaluation of the

observed quality of olive oil. Further, it is recognized that in France, the close connection

that can exist between variety in olive oil and local geographic conditions and Tunisia, it

could be proper to develop trust in local consumers and promoting quality control policies

and recognizing the best practices.

 Kalogeras, Nikos & et al (2009) This study focuses on the identification of Dutch

consumers' willingness to pay (WTP) for organic olive oil. The analysis and results of a

large-scale consumer study carried out in the Netherlands are presented. The study was

carried out in grocery malls in the 5 largest Dutch cities. The results suggest that WTP is

determined by consumers' experience, awareness, perceptions concerning better quality

and high price, and choice for the retail merchandising of organic olive oil. Further research

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 is needed to ascertain the opinions of potential consumers regarding various factors that

influence Dutch consumers' WTP by using more unconventional measures (i.e.,

psychometric constructs). An enhanced research design considering the factors that impact

consumers' WTP in non-traditional olive oil markets will permit a more reliable perception

of how to market organic olive oil effectively in these countries. The results of the empirical

analysis developed in this article suggest that Dutch consumers are not familiar with

organic olive oil and its high price makes them recognize it as expensive oil. Their

purchasing purposes are intensified by their experience in buying organic olive oil, the

better quality of organic olive oil, support of the organic concept, and their choice for

buying this product from a supermarket.

 Mtimet N. et al (2008) the study examines Japanese olive oil consumer behaviour based

on the attributes viz., the region of origin, price, olive oil type, taste and colour. Two models

have been considered where the price variable was introduced in its discrete form in the

first model and its linear and quadratic form in the second model. Further, consumer

segmentation was initiated based on consumption frequencies and two groups have been

identified viz., "heavy consumers" and "light or potential consumers". The results show

that the Olive oil with the Mediterranean or Tunisian origin has higher possibilities to be

chosen than Italian or Spanish one. Japanese consumers prefer a green with mild taste olive

oil. It is observed that, concerning olive oil type, results show that refined olive oil has

more reasonableness to be chosen than virgin or extra-virgin one, indicating low awareness

of Japanese consumers about olive oil. The price variable estimates have shown a convex

utility curve symbolising a decrease in consumers' utility when price increases until a

maximum price. Also, consumers' utility increase shows that olive oil is considered as a

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 luxurious product and the consequence of the selected variables in Japanese olive oil

consumer' choice.

 Luisa Menapace & et al (2008) the paper investigates the impact of geographical origin

labels on consumers' preferences. The choices of Canadian consumers for extra virgin olive

oils marketed with country-of-origin labels (COOL) and geographical indications (GIs) are

judicious. By analysing a third-country market (a market different from that where

production occurs), COOL and GIs impacts of these two forms of geographical origin

labels are individually identified. It is witnessed that within the context of high-quality

value-added products such as extra virgin olive oil, consumers value both COOL and GI

labels. But, consumers with positive preferences and willingness to pay, Canadian

consumers value COOL labels more compared to GI labels. To be remarked on account of

taste heterogeneity among consumers, we partition the sample based on consumers' choice

of shopping location and ascertain that different consumer groups vary to a large degree in

their valuations for COOL, GI, and organic olive oils.

 Trudie Michels (2006) The main purpose of this study was to understand the role that

olive oil plays in the lives of olive oil consumers in Western Australian and to explore how

they think and perceive about olive oil. Descriptive research taken for the study and

qualitative research approaches were utilised, using focus groups, made up of both regular

and infrequent olive oil users, to gain penetrations into how and why consumers use olive

oil. The findings of this study imply that olive oil has a selection of uses and plays a variety

of roles in the lives of participants. All participants identified, to one degree or another,

regarding the basic culinary uses of olive oil and its health benefits. The health and taste

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 attributes of olive oil were key reasons for regular use, and symbolic factors including self-

image and the desire for an idealised lifestyle acted as further rationale for regular users.

The verdicts also recommend that although olive oil is described as a single homogenous

product by consumers, two applications for olive oil exist, one for cooking and one for

eating. Further, various marketing strategies, pricing tactics and promotional approaches

highlight the need to use each oil separately and as a distinguished product.

 Athanasios Krystallis & Mitchell Ness (2005) the objective of the study describes the

choices of younger, more educated and higher-income Greek consumers for

"quality"(quality assurance labels, health-related information, country-of-origin indication,

bottling material and price) olive oil brands. Stratified random sampling research is used

to illustrate and analyse consumer choices and Means-end Chains (MEC) analysis survey

adopted for the advancement of conjoint profiles of the consumers. The testimony of

different consumer segments in terms of this importance and the development of their

socio-demographic and behavioural profile is also highlighted. Cluster analysis adopted

and categorised by consumer segments as highly healthy and quality conscious,

ethnocentric, innovators, average consumers and organic fun. The findings reveal the

cluster's socio-demographic characteristics, behavioural characteristics, and awareness

level of the quality schemes under investigation are closer to the sample's average than for

any other cluster. Concerning the choice simulation results, for the overall sample, the

organic brand with HACCP is preferred to the PDO brand with HACCP, while both

profiles are preferred to the common olive oil with the country-of-origin information.

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  Krystallis.A (2005) The present survey attempts initially to develop the cognitive profile

of a hypothetically quality-conscious consumer cluster in terms of olive oil-related

purchasing motives and personal values, by performing both qualitative (Means-End

Chains analysis) and quantitative (Conjoint, Cluster, Discriminant analyses) research.

Moreover, it identifies Greek olive oil market clusters involving a combination of product

quality attributes and reviews the potential of each cluster to establish purchaser of quality

differentiated olive oil brands (objective b). Moreover, the study statistically tests and

proves the emergence of a quality-conscious consumer cluster. The study attempts to

achieve its objectives by performing both qualitative and quantitative research. During the

former, the Means-End Chains (MEC) methodology is used to distinguish olive oil quality-

conscious consumers' purchasing motives and their importance related to different quality

attributes, thus fulfilling the first objective. In the latter phase, label and ISO/HACCP

certification were recognised by consumers as quality attributes rather than simply product

characteristics connected with a portion of "safe" food. Also important for consumers to

found to be the "glass transparent bottle," because it adds a distinctive quality image to the

product.

Research Gap

Extensive literature study on Consumer behaviour aims to gain in-depth knowledge on this

arena. It explores the scope of examining the buying behaviour and satisfaction of consumers based

on two different approaches i.e. induction and deduction approaches. It is observed that a deductive

approach is employed by identifying the existing theory and relationship among concepts of

Buying behaviour and its human psychology based on judgments. An inductive approach is

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developed from the observations of the empirical reality of Brand preference towards Virgin edible

oil, buying behavior and satisfaction level infers on the implication of the research. Indian context

is limited in analyzing the importance of Virgin oil preference and hence it should be pinpointed.

Further, these approaches are determined to collect qualitative and quantitative data on the

prospective aspects of the study.

A comprehensive study on consumer perception towards virgin edible oil paves the way to

know the real outcome of the buying behaviour. The present study will be extended to allure its

research activity in the behavioural phenomena which aids to know the buyers' satisfaction level.

Most of the reviews have made its theoretical and empirical studies of consumer buying behavior

concerning Virgin Edible oil preference. It is also important to extend studies on other sources of

awareness on various edible oils and their brand preference towards purchase intention and

satisfaction level of consumers.

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