Authors: Ana Čehić¹, Milan Oplanić¹, Martina Begić¹, Tajana Čop², Marija Cerjak²

Keywords: oleotheque, visitors, buyers, olive oil, extrinsic and intrinsic attributes

¹Institute for Agriculture and Tourism Poreč, Croatia, Karla Huguesa 8, 52440 Poreč (acehic@iptpo.hr)
²University in Zagreb, Faculty of Agriculture in Zagreb, Svetošimunska cesta 25, 10 000 Zagreb

Abstract

Oleotheques are a relatively new type of specialized shops with a wide range of olive oils in Croatia. The aim of this paper was to determine profile of oleotheque visitors, to identify importance of intrinsic and extrinsic attributes of olive oil, and to determine differences between visitors who bought, and those who did not buy olive oil. The research was conducted in the period from July to September 2018 in one oleotheque in Pula, Istria county on a sample of 158 visitors. Most visitors buy olive oil in oleotheque. The most important intrinsic attributes of olive oil are smell and taste, and the most important extrinsic attributes are the category of olive oil, and nutritional value. The obtained results will enable more efficient planning of the supply of oleotheque in the Adriatic part of Croatia and more advanced promotion process to target segments that correspond to the profile of olive oil customers.

FULL TEXT

[Agroeconomia Croatica 10:2020 (1) 1-10]