ABSTRACT This study analyzes the structure of preferences of olive oil importers in three countries (USA, Germany and Mexico, three non-producer countries with very different cultural characteristics) to evaluate the country of origin effect in their purchasing decisions. Using the conjoint analysis technique, the data collected through a survey sent to the list of importers in the “Alimentos de Extremadura-Food from Spain” project, a total of 31 companies, is analyzed. From the study of the origin, packaging, production system and price attributes, the overall results show that origin is the attribute most valued by the importers, very closely followed by price. The analysis carried out shows that the country of origin effect is not universal. Exporters of olive oil need more than one marketing-mix strategy and they may also be very useful for both business managers and for those responsible in the public administrations for managing trade policies.

中文翻译：

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橄榄油进口商的偏好结构：原产国效应

摘要本研究分析了三个国家（美国，德国和墨西哥，三个文化特征迥异的非生产国）橄榄油进口商的偏好结构，以评估购买国对原产国的影响。使用联合分析技术，对通过调查收集的数据进行了分析，该数据被发送到“西班牙食品外食品”项目（共31家公司）的进口商名单中。通过对产地，包装，生产系统和价格属性的研究，总体结果表明，产地是进口商最看重的属性，紧随其后的是价格。进行的分析表明，原籍国的影响并不普遍。