STUDY OF THE TUNISIAN CONSUMER BEHAVIOR TOWARDS THE SUBSTITUTION OF SEED OIL BY ENRICHED OLIVE OIL BY NATURAL EXTRACT AND MARKETING STRATEGY
Authors
Arfaoui Mariem, Boulares Mouna
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In Tunisia, the consumption of olive oil is the lowest in the Mediterranean region although it is one of the largest producers in the world. Despite the nutritional value of olive oil and its proven ability to prevent cardiovascular disease and certain cancers, local consumption is monopolized by seed oils (mainly soybean oil) subsidized by the state. This work aims to study the attitude of Tunisian consumers towards the substitution of these imported oils by the consumption of olive oil in case of its subsidy and the marketing strategy to adapt for promoting it. The market survey showed that the main cause of the orientation towards imported oils is the price, and that 2/3 of the
respondents have seen their consumption of olive oil decrease because of its high price although they look for quality when buying a food product. 65% of respondents showed a positive attitude towards the substitution of seed oils by olive oil enriched with natural extracts of olive leaves by demanding a price not exceeding 5 dt for a liter.
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Authors
Arfaoui Mariem, Boulares Mouna
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References:
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