Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product?

Autores/as

  • Marcos Mora Universidad de Chile. Santa Rosa 11.315. Faculty of Agricultural Sciences. Department of Management and Rural Innovation. La Pintana Santiago. Chile. C. P. 8820808.
  • Berta Schnettler Faculty of Agricultural and Forestry Sciences. Department of Agricultural Production. Avda. Francisco Salazar 01145, Temuco Chile . C. P. 4780000.
  • Germán Lobos Universidad de Talca. Faculty of Business and Economics. C. P. 3465548 Talca. Chile.
  • Cristian Geldes Universidad Alberto Hurtado. Faculty of Economics and Business. Department of Management and Business. Erasmo Escala 1835. office 204 Santiago. Chile Postal Code 8340539.
  • Sofía Boza Universidad de Chile. Santa Rosa 11.315. Faculty of Agricultural Sciences. Department of Management and Rural Innovation. La Pintana Santiago. Chile. C. P. 8820808.
  • María del Carmen Lapo Universidad Católica de Santiago de Guayaquil. Associate Professor. Ecuador. Address: Av Carlos Julio Arosemena Km 1.5. C. P. 090615.
  • Ruth Paz Universidad de Chile. Program of Doctorate in Agricultural Sciences. Santa Rosa 11.315. La Pintana Santiago. Chile. CP: 8820808.

Palabras clave:

aceite de oliva, consumidor, segmentación, millenials, Chile

Resumen

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This study aimed to identify the attributes influencing the purchase decision process of the olive oil consumer belonging to "Millennials" in the Metropolitan Region, Chile. The method includes data collection from 408 people and a combination of factorial and cluster analysis. The results identified two segments in the millennial consumers. In the purchasing, one of the consumer groups, with 150 people, attached importance to product information and origin, as well as oil category, colour, and acidity. The other group with 258 people rejected a large part of the attributes, except for that related to electronic commerce. These results suggest that the search for attractive attributes in a broad sense is relevant and should be considered in the development of commercial strategies for the segment that positively values all attributes. However, for that segment rejecting intrinsic attributes, it would be advisable to deepen on aspects related to technology and social network.

Highlights

  • Young consumers of olive oil in Chile.
  • Signs for product development and marketing channels in the millennial generation.
  • Important receptivity of the electronic channel for the marketing of olive oil.

Publicado

01-06-2020

Cómo citar

Mora, M. ., Schnettler, B. ., Lobos, G. ., Geldes, C. ., Boza, S. ., Lapo, M. del C. ., & Paz, R. . (2020). Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product?. Revista De La Facultad De Ciencias Agrarias UNCuyo, 52(1), 233–245. Recuperado a partir de https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3509

Número

Sección

Economía y Política Agrarias

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