EL CONSUMIDOR DE ACEITES PREMIUM
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2021-02-09
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[ES]La crisis de rentabilidad en la que se encuentra sumido el sector de los aceites de oliva
en España, ha llevado al sector productor a implantar y desarrollar nuevas estrategias
que permitan mejorar sus márgenes comerciales. La comercialización de aceites
Premium es una de ellas, sin embargo, es escasa la información disponible sobre el
consumidor de aceites Premium.
El objetivo de este Trabajo Fin de Máster es conocer y comprender el comportamiento de
compra de los consumidores de aceites de oliva Premium. Para ello se ha trabajado con una
muestra de 60 consumidores de aceites de oliva a quienes, a través de una encuesta online, se
les ha preguntado por los hábitos y motivaciones de compra de aceites Premium
[EN]The profitability crisis in which the olive oil sector in Spain is immersed, has led the producer sector to implement and develop new strategies to improve their commercial margins. The commercialization of Premium oils is one of them, however, there is little information available about the consumer of Premium oils. The objective of this Master's Degree is to know and understand the purchasing behavior of Premium olive oil consumers. For this purpose, we have worked with a sample of 60 olive oil consumers who, through an online survey, have been asked about their habits and motivations for buying Premium oils.
[EN]The profitability crisis in which the olive oil sector in Spain is immersed, has led the producer sector to implement and develop new strategies to improve their commercial margins. The commercialization of Premium oils is one of them, however, there is little information available about the consumer of Premium oils. The objective of this Master's Degree is to know and understand the purchasing behavior of Premium olive oil consumers. For this purpose, we have worked with a sample of 60 olive oil consumers who, through an online survey, have been asked about their habits and motivations for buying Premium oils.
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