Determination of Olive Oil Market Segmentation with Conjoint Analysis

Changing living conditions in the world have led to a transformation in consumption habits. It can be said that some factors that are thought to be effective on consumption are also affected by this. Therefore, it is inevitable to evaluate the determinants of the consumption dimension as a dynamic process. In this study, important factors in olive oil consumption preference were analyzed by conjoint analysis. The research was conducted throughout Türkiye. Accordingly, it was determined that the most important factor in olive oil preference is the place where olive oil is purchased. This is followed by quality, packaging, price, and color. As a result, it can be said that olive oil purchased directly from the producer is preferred in the first place based on the idea that the olive oil purchased should be safe or natural, rather than the idea that price is perceptually decisive in consumer preference. When the preference characteristics are combined, it can be stated that the most preferred criterion is olive oil with a price of $9/lt, cold pressed, glass packaged, light colored, and sold directly by the producer. It can be suggested as a correct approach that the actors who make market organizations should take these criteria into consideration and turn to the appropriate organization at every stage of the supply chain.