Factors Determining where to Buy Olive Oil on the Tunisian Local Market: The Importance of Quality Attributes Perception

The aim of this paper is to investigate the extent to which factors determining the purchase of olive oil within Tunisian consumers also determine their choice of its place of purchase. Based on an exploratory survey carried out with Tunisian household heads, an exploratory factor analysis was conducted to determine the principal dimensions of quality attributes and indicators. To evaluate factor determining olive oil purchase decision and its place of purchase choice, a binomial and a multinomial logistic regressions are respectively used. Consumer sensibility to brand and price have a negative impact on buying decision and on the choice of mills, relatives, and store retail, as suppliers of olive oil. Originating from a production area encourage consumers to buy olive oil from friends and relatives. Tunisian olive oil industry is therefore able to adopt product and distribution policies based on consumer expectations, to improve local market consumption.