Olive oil consumption: a preliminary study on Brazilian consumers

Abstract

Purpose – The purpose of this paper is to propose an initial step for understanding the sensory perception and purchase intent of Brazilian olive oil consumers. It also investigates the sensory perception and purchase intent for a Brazilian-made olive oil. Design/methodology/approach – The sample, consisting of 115 surveyed consumers, is described demographically. The aspects related to sensory analysis and purchase intent associated with the key attributes indicated by the consumers are then discussed. Finally, consumer segmentation is carried out to characterize the consumers in more detail, in terms of both demographic and predictive variables for olive oil consumption. Findings – Consumers displayed a sensory perception that is coherent with olive oil characteristics, thus being able to distinguish three different olive oils from a compound oil sample. Regarding purchase intent and preference, consumers showed mixed behaviors, which was not entirely convergent with the identified sensory aspects. Therefore, it was possible to segment them into three distinct groups: utilitarian, naïve, and expert consumers. Originality/value – Brazil is an emergent olive oil market, which can create both research and business opportunities for the country. This preliminary study contributes to the advancement of this research subject in the non-traditional markets for olive oil.