Analysis of the factors determining olive oil consumption preferences in the central district of Kayseri province

The main purpose of this study is to determine the olive oil consumption preferences of consumers in the Melikgazi district of Kayseri and the factors affecting these preferences. In the application phase of the research, 400 consumers living in the Melikgazi district of Kayseri were reached, and the konjoint analysis method was used to reveal their olive oil preferences. Within the scope of the konjoint analysis, features that could affect consumers' olive oil preferences, such as price, quality, packaging type, olive oil color, and place of purchase, and different levels of these features were determined, and 16 product profiles (cards) were created. Participants were asked to rate these product profiles according to their own preference order. The obtained data were evaluated by regression-based konjoint analysis. As a result of the research, it was determined that the most important factor in consumers' olive oil preferences is the packaging type. Packaging type was followed by quality and price factors, respectively. The fact that product preference increases with increasing price indicates that consumers perceive price as an indicator of quality. Place of purchase and olive oil color were found to be less effective in consumer preferences compared to other factors. These findings show that consumers in Kayseri attach great importance to packaging and quality when purchasing olive oil, and their price expectations are shaped in parallel with their quality perception. The results of the study are guiding for olive oil producers and marketers in the processes of product development, pricing, and creating marketing strategies.