Važnost ekstrinzičnih i intrinzičnih obilježja maslinova ulja za posjetitelje oleoteke

Scientific paper - Original scientific paper

• Title (english): Importance of extrinsic and intrinsic olive oil attributes for visitors of the oleotheque
• Author: Ana Čehić https://orcid.org/0000-0002-2374-0795
• Author: Milan Oplanić
• Author: Martina Begić
• Author: Tajana Čop
• Author: Marija Cerjak
• Author's institution: Institute of Agriculture and Tourism
• Author's institution: University of Zagreb; Faculty of Agriculture
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract (english)

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.

Abstract (croatian)

Oleoteke su relativno novi tip specijaliziranih trgovina s bogatom ponudom maslinovih ulja u Jadranskoj Hrvatskoj. Cilj je rada utvrditi profil posjetitelja oleoteke, identificirati važnost intrinzičnih i ekstrinzičnih obilježja maslinova ulja za posjetitelje, te utvrditi postojanje razlika među posjetiteljima koji su kupili i onih koji nisu kupili ulje. Istraživanje je provedeno u oleoteci u Puli (Istarska županija) na uzorku od 158 posjetitelja u razdoblju od srpnja do rujna 2018. godine. Posjetitelji su uglavnom i kupci maslinova ulja u oloeoteci. Najvažnija intrinzična obilježja maslinova ulja su miris i okus, a najvažnija ekstrinzična obilježja jesu kategorija maslinova ulja i nutritivna vrijednost. Dobiveni rezultati pružit će podlogu za učinkovitije planiranje ponude oloeteka u Jadranskom djelu Hrvatske i usmjeravanje promocije na ciljne segmente koji odgovaraju profilu kupaca maslinova ulja.

• Keywords (english): oleotheque, visitors, buyers, olive oil, extrinsic and intrinsic attributes
• Keywords (croatian): oleoteka, posjetitelji, kupci, maslinovo ulje, ekstrinzična i intrinzična obilježja
• Language: croatian
• Publication type: Scientific paper - Original scientific paper
• Publication status: Published
• Peer review: Peer review - domestic
• Publication version: Published version
• Journal title: Agroeconomia Croatica
• Numbering: vol. 10, no. 1, pp. 1-10
• p-ISSN: 1333-2422
• e-ISSN: 1849-1146
• URN:NBN: urn:nbn:hr:204:876057
• Publication: 2020
• Document URL: https://hrcak.srce.hr/251621
• Type of resource: Text
• Access conditions: Open access
• Created on: 2024-03-18 08:01:05