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JAPANESE OLIVE OIL CONSUMER BEHAVIOUR: A CONJOINT ANALYSIS APPROACH pp. 27-47 $100.00
Authors:  Nadhem Mtimet, Dep. of Rural Economy and Management, Ecole Superieure d'Agriculture de Mograne, Tunisia, Kenichi Kashiwagi The Alliance for Research on North Africa (ARENA), Univ. of Tsukuba, Japan, Lokman Zaibet, Dep. of Rural Economy and Management, Ecole Superieure d'Agriculture de Mograne, Tunisia, Mazakazu Nagaki, Divison of Appropriate Technology and Science for Sustainable Development,Univ. of Tsukuba, Japan
Abstract:
During the last two decades, olive oil consumption in Japan is showing an increasing
trend due to dietary and health concerns. Traditional olive oil producer and exporter
countries such as Italy, Spain and Tunisia have an interest in reinforcing and to increasing
their penetration into the Japanese market. This study examines Japanese olive oil
consumer behaviour by the use of the conjoint analysis technique. Five attributes have
been chosen to design the experiment: region of origin, price, olive oil type, taste and
colour. Two models have been estimated whereby the price variable was introduced in its
discrete form in the first model and in its linear and quadratic form in the second model.
In a second step, consumer segmentation was undertaken based on consumption
frequencies. Two groups have been identified: “heavy consumers” and “light or potential
consumers”.
The main results indicate the importance of the selected variables in Japanese olive
oil consumer choice. Olive oil with Mediterranean or Tunisian origin has higher
probabilities to be chosen than Italian or Spanish olive oil. Japanese consumers prefer a
green olive oil with a bland taste olive oil. Concerning olive oil type, results indicate that
refined olive oil has more probability to be chosen than virgin or extra-virgin olive oil,indicating low awareness of Japanese consumers about olive oil. The price variable
estimates have shown a convex utility curve indicating a decrease in consumer use when
price increases to a maximum. Above that price, consumer use increase indicating in that
case, that olive oil is considered a luxurious product. Differences as well as similarities
have been detected among consumer segments. 


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JAPANESE OLIVE OIL CONSUMER BEHAVIOUR: A CONJOINT ANALYSIS APPROACH pp. 27-47