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Analysis of consumption of olive oil and extra virgin olive oil in Spain

By Patricio Gómez-Salas Ramírez

29/11/2010

Msc Marketing

Presented to Sylvaine Castellano

EDHEC Business School does not express approval or disapproval concerning the opinions given in this paper which are the sole responsibility of the author.

Abstract

The birth and early years of theexpansion of the olive tree must be understood to correctly interpret the reality of the olive sector today. The reasons for its use and expansion since ancient times have provided the foundation for today's market, influencing especially the location of production. This paper analyzes the expansion of the olive surface and the special influence that Spanish territory, in particular andalucia, hason the activity of the olive sector in the rest of the world, and the economic analysis of the various production methods used today for olive trees. At the same time presents an analysis of consumer preferences of vegetable fats, which are discovered the motivations and perceptions of these consumers on the sector of vegetable fats, focusing especially on olive oil.

Keywords: olive oil,olive oil consumers purchase motivation, perception olive

Index __________ Pág.
Abstract 1
Introduction 3

Part I. The Olive oil market
1.1. The olive oil. The course of history 4
1.2. The andalucia olive-growing reality and its controversy 6
1.3. Current market situation in Spanish market 101.4. Exploitation methods 12

Part II. The Consumer
2.1. Introduction to consumer 16
2.2. The consumer perception 18
2.3. The consumer motivation 20

Part III. The Study
3.1. Justification 22
3.2. Methodology 22
3.3. Objectives 24
3.4. Technical inform & survey 25
3.5. Reliability analysis 33
3.6. Analysis offrequencies 35
3.7. Analysis of contingencies tables 45

Part IV. Conclusions 51

Part V. Bibliography 59

Part VI. Annexxes

Introduction

Olive oil is considered as the liquid gold in the kitchen. And it's not just coincidence to be named like this. Its nutritional qualities in health are more than probed and accepted, it´s influence as an essential element of theMediterranean culture has been exported in recent years to cuisines all around the world. All this has achieved the olive oil recognition by UNESCO to be world's intangible heritage of humanity in the recent years. The importance of olive oil production in the economy and society influences the growth of many Mediterranean countries and especially in Spain, which is ranked as the world's largestproducer of this vegetable fat.

Throughout this paper will be explained the history of the olive oil, dated 4000 years ago; will be presented the study of various forms of exploitation, and how important is this exploitation for Spanish culture and society, especially for Andalusia. The paper concludes with a research from more than 200 respondents in which will be analysed the decision-makingprocess for the purchase of this vegetable fat, its various uses, and perceptions and motivations that lead to place the oil Olive as a high valuable product.

Olive oil: gold in the world cuisine, motor of the Spanish economy.

Part I. The Olive oil market

1.1. The olive tree. The course of history.

"During the dispute between Athena and Poseidon for the patronage of theburgeoning Athens, Poseidon with his trident coup, brought forth the horse, beautiful, strong, fast and agile, while Athena brought forth an olive spear, not only its fruits would be good to eat but they would produce a special liquid that would serve to feed men, rich in flavor and energy, that would help sooth their wounds and give strength to their bodies, as well as illuminate the
night..."...
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