Analysis of sensory and non-sensory factors mitigating consumer behavior: A case study with extra virgin olive oil

A simple consumer research model was developed to provide a fundamental research framework to investigate American consumer behavior related to consumption and purchase of olive oils. Extra virgin olive oil was used as a case study because of growing consumption interests among American consumers towards this product. The model comprised of four key variables: product, consumer, context, and culture. The research model recognized the multidimensional nature of consumer behavior, that both discrete and non-discrete factors may affect consumer behavior, and that some of these factors may not be easily quantified using the traditional research approach. Hence, a mixed method approach combining qualitative and quantitative research methodologies was implemented to perform this consumer study successfully. Qualitative methods such as focus groups, means-end chains and modified two-staged sorting tasks were employed to explore all variables in the research model. Quantitative methods such as survey instruments and multivariate statistics provided an opportunity for confirmation of the qualitative findings, for result generalization to the targeted consumer population as well as expansion of the qualitative findings. Key findings from qualitative results were compared to the survey results to evaluate the efficacies of the four methods employed in this consumer research. Their complementary natures were highlighted. Mixed methods allowed investigation of all variables in the consumer research model, and validated the key results. Research findings also validated the efficacies of the consumer research model developed to further understanding of consumer behavior. Sensory factors were important for both consumption and purchase behavior. Depending on contexts, different levels of importance were attached to sensory factors when considered jointly with other non-sensory factors. Culture was found to have influential effect on the behavior of certain consumer groups. Recommendations were proposed to fine-tune current methodologies for future consumer behavior research of other new food product categories.