¿Es el lugar de compra determinante en las preferencias de los compradores de aceite de oliva?

• Autores: Héctor Corbeto Fabón, Zein Kallas, José María Gil Roig
• Localización: Economía agraria y recursos naturales, ISSN-e 2174-7350, ISSN 1578-0732, Vol. 18, Nº. 1, 2018, págs. 161-182
• Idioma: español
• DOI: 10.7201/earn.2018.01.07
• Títulos paralelos:
  • Is the place of purchase important in shaping consumers’ preferences towards olive oil?
• Enlaces
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• Resumen
  • español

    El objetivo de este trabajo se centra en determinar si el lugar de compra es relevante en los atributos que los consumidores tienen en cuenta en la compra de aceite de oliva. A tal fin se diseña un experimento de elección utilizando datos scanner de una muestra de familias catalanas. Se consideran cuatro atributos: precio, tamaño de envase, marca y tipo de aceite. Se han considerado dos empresas de distribución, Mercadona y Carrefour, con estrategias de negocio diferenciadas. Los resultados obtenidos confirman que la importancia de los atributos que los compradores tienen en cuenta en cada tipo de establecimiento es heterogénea.

  • English

    This paper aims at analyzing consumers’ preferences towards olive oil attributes taking into account the retail chain where they buy food. The methodological approach is based on the design of a choice experiment using home scan data from a sample of Catalonian households. Four attributes are selected: price, brand, type of olive oil and packaging size. Two retailers are considered with different business strategies: Mercadona and Carrefour. Results show that the preferences for olive oil attributes are different depending of the retail outlet a household uses to buy.

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