Olive oil producers are facing continuously emerging challenges in the competitive global market, which represents a big challenge for the small-scale producers, which are facing with a differentiated and fragmented supply chain and decreasing price level. Recognizing the importance of assuring responsiveness to consumer preferences in their products becomes crucial for the small-scale olive oil producers, mainly those who practice low intensity traditional farming. In order to approach this topic, a review of existing literature has been done in the form of narrative review. The focus of this review is on product differentiation strategies of European small-scale producers of olive oil with the purpose of achieving higher prices for their products by meeting the consumer preferences.

Potential for european small-scale producers of olive oil in the market based on consumers’ preferences

CARRA', Giuseppa;PERI, IURI
2015

Abstract

Olive oil producers are facing continuously emerging challenges in the competitive global market, which represents a big challenge for the small-scale producers, which are facing with a differentiated and fragmented supply chain and decreasing price level. Recognizing the importance of assuring responsiveness to consumer preferences in their products becomes crucial for the small-scale olive oil producers, mainly those who practice low intensity traditional farming. In order to approach this topic, a review of existing literature has been done in the form of narrative review. The focus of this review is on product differentiation strategies of European small-scale producers of olive oil with the purpose of achieving higher prices for their products by meeting the consumer preferences.
Olive oil,; product differentiation; consumer preference
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/20.500.11769/18678
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