Abstract:

Consumer preferences for olive oil are shaped by a combination of intrinsic, extrinsic, sensory, and sustainability-related attributes, reflecting the increasing complexity of food purchasing decisions. This study aims to identify the key dimensions underlying Portuguese consumers' evaluations of olive oil attributes and to segment consumers by the importance they place on these characteristics. Data were collected through an online questionnaire administered to 384 Portuguese consumers. Exploratory Factor Analysis identified four underlying dimensions: Functional Quality, Origin and Credibility, Aromatic Profile, and Sensory Characteristics. These dimensions served as input variables for a Cluster Analysis, which identified two distinct consumer segments: Indifferent and Demanding Consumers. Sociodemographic characteristics showed that household income was the only variable significantly associated with cluster membership, whereas gender, educational level, employment status, household size, and olive oil consumption did not differ significantly between the two segments. These findings show that consumer heterogeneity in the Portuguese olive oil market is explained primarily by perceptions of product quality rather than by traditional sociodemographic variables.