CONSUMER PREFERENCES AND PURCHASING DETERMINANTS FOR OLIVE OIL IN ALBANIA: EVIDENCE FROM TIRANA

Abstract

This study aims to analyze market developments and consumer preferences for olive oil in Tirana with a particular focus on how sociodemographic factors influence consumer behavior in the choice of olive oil. The growth of the Albanian economy and increased health concerns after Covid-19, have led to a rise in demand for higher quality products such as olive oil. Therefore, this study is relevant as it analyzes the importance of product's origin and investigates whether consumer uses olive oil for aesthetic and health care purposes. The study is based on data collected from 150 respondents in Tirana through a structured questionnaire distributed via Google Forms and analyzed using descriptive statistical method and chi-square tests in Microsoft Excel. The findings indicate that while educational status and gender do not significantly influence the importance consumers attribute to olive oil origin, age and, occupation have a significant effect. The findings reveal that 70% of consumers use olive oil for both aesthetic and health purposes, primarily applying it to the skin for cosmetic care and using it to address digestive issues for health treatment. The paper provides valuable insights that may be used to develop more effective marketing strategies and also policy recommendations.