Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product?
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 result...
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Facultad de Ciencias Agrarias-UNCuyo
2020
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| Acceso en línea: | https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3509 |
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I11-R107article-35092020-07-06T13:36:19Z Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? Mora, Marcos Schnettler, Berta Lobos, Germán Geldes, Cristian Boza, Sofía Lapo, María del Carmen Paz, Ruth aceite de oliva consumidor segmentación millenials Chile oil olive consumer segmentation millennials Chile 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. 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. Facultad de Ciencias Agrarias-UNCuyo 2020-06-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3509 Revista de la Facultad de Ciencias Agrarias UNCuyo; Vol. 52 No. 1 (2020): January-June; 233-245 Revista de la Facultad de Ciencias Agrarias UNCuyo; Vol. 52 Núm. 1 (2020): Enero-Junio; 233-245 1853-8665 0370-4661 eng https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3509/2502 https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3509/2622 |
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Universidad Nacional de Cuyo |
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Revistas en línea |
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Revistas en línea |
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Revista de la Facultad de Ciencias Agrarias |
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Revista de la Facultad de Ciencias Agrarias |
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Online |
| author |
Mora, Marcos Schnettler, Berta Lobos, Germán Geldes, Cristian Boza, Sofía Lapo, María del Carmen Paz, Ruth |
| spellingShingle |
Mora, Marcos Schnettler, Berta Lobos, Germán Geldes, Cristian Boza, Sofía Lapo, María del Carmen Paz, Ruth Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? aceite de oliva consumidor segmentación millenials Chile oil olive consumer segmentation millennials Chile |
| author_facet |
Mora, Marcos Schnettler, Berta Lobos, Germán Geldes, Cristian Boza, Sofía Lapo, María del Carmen Paz, Ruth |
| author_sort |
Mora, Marcos |
| title |
Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? |
| title_short |
Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? |
| title_full |
Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? |
| title_fullStr |
Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? |
| title_full_unstemmed |
Olive oil and the millennial generation in Chile. What do these consumers consider when buying this product? |
| title_sort |
olive oil and the millennial generation in chile. what do these consumers consider when buying this product? |
| description |
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.
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| publisher |
Facultad de Ciencias Agrarias-UNCuyo |
| publishDate |
2020 |
| url |
https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3509 |
| topic |
aceite de oliva consumidor segmentación millenials Chile oil olive consumer segmentation millennials Chile |
| topic_facet |
aceite de oliva consumidor segmentación millenials Chile oil olive consumer segmentation millennials Chile |
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