Olive oil consumption, preferences and usage areas: the case of Hatay and Aydın provinces
Abstract
Olive and olive oil are essential food sources for their health benefits and flavour. It is crucial in regions such as Aydın and Hatay, where olives are intensively grown. This research was conducted through focus group discussions, in-depth interviews, and a questionnaire survey to understand how olive oil is preferred in cooking and its different uses in health, carpentry, skincare, hair care, massage oil, and aromatherapy. The study's findings show that the versatile use of olive oil is widespread in Aydın and Hatay provinces. The results of this research can be used for olive oil producers and marketers to develop sales and marketing strategies and better understand the potential uses of olive oil. Local production and price were the determinants of consumers' olive oil preferences. The results of this study reveal the diversity of olive and olive oil use in Aydın and Hatay provinces and how consumers prefer the product in different areas. Within the scope of the research, a questionnaire survey was conducted in two regions, and a scale of 1-5 points was used to help the respondents give more precise answers to the statements in the form. The findings were analysed using ordinal ranking and one-factor multiple variance analysis MANOVA. The results of this research were used to develop sales and marketing strategies for olive oil producers, marketers and consumers and to understand the potential uses of olive oil better.
Keywords
Olive oil, Areas of use, Consumer preferences, Olive Oil Quality, Price
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