Vol. 10 No. 4-5 (2016)
Articles

Factors influencing Albanian consumer preferences for standardized olive oil

Published December 31, 2016
Etleva Muça
Agriculture University of Tirana, Faculty of Economy and Agribusiness, Albania
Ana Kapaj
Agriculture University of Tirana, Faculty of Economy and Agribusiness, Albania
Remzi Sulo
Albanian University, Faculty of Economy, Albania
Natasha Hodaj
Agriculture University of Tirana, Faculty of Economy and Agribusiness, Albania
pdf

APA

Muça, E. ., Kapaj, A. ., Sulo, . R. ., & Hodaj, N. . (2016). Factors influencing Albanian consumer preferences for standardized olive oil. Applied Studies in Agribusiness and Commerce, 10(4-5), 131–136. https://doi.org/10.19041/APSTRACT/2016/4-5/17

Albania is considered one of the most important countries where olives are cultivated due to its geographical position and climate conditions. The country is facing many problems with the quality of olive oil which is related to cultivation methods and agronomic techniques. The economic value of the sector is calculated almost €20 million per year. For years the cultivation of olives and associated products have been considered an important sector within agriculture and are an integral part of the Albanian diet. The current study aims to analyze the factors influencing consumer preferences for a standardized olive oil. The data collection was conducted through a socio-economic survey. The survey was an important element which provided general and specific information linked to the study area. The interviewees were selected randomly. Descriptive and multinomial logistic regression analyses were used to evaluate the survey data. As a result, we conclude that Albanian consumers prefer domestic olive oil because they are familiar with the taste and believe in its qualities. Usually, Albanian consumers choose the quality of olive oil at the purchase moment, due to their close relationship with the seller.

JEL CODE: D12