Immagine e determinanti d’acquisto di un olio d’oliva locale nel mercato giapponese: un caso di studio

Gianluigi Guido, Alessandro Peluso, Giovanni Pino, Ilaria Bruno


The present study analyzes the brand image dimensions and the purchase intention determinants for an extra-virgin olive oil produced by a small firm located in the Salento area (South Italy). The market of reference is the Japanese one, which represents a growing market toward which the small firm exports part of its production. This study uses the Prospect Method Caprara, Barbaranelli and Guido 2000) as an investigation tool, which integrates the Theory of Planned Behavior (Ajzen 1991), which analyzes the determinants of consumers’ purchase intention (attitude, subjective norm, and perceived behavioral control), and the Big Five Model(Digman 1990), which identifies the latent traits of the brand image, in a single predictive and diagnostic model. On the whole, the research has involved more than 300 Japanese consumers, including experts and novices, in a pilot study and a main one. Results indicate the main perceived advantages and disadvantages at the basis of consumers’ attitudes, the “important others” perceived as a source of social pressure, and the events that could facilitate or hinder the consumption of the branded product in the reference market. They also show how the purchase intention is influenced by social pressures at the basis of the subjective norm. On the other hand, a factor analysis stresses how brand image is perceived along three main dimensions regarding the originality, the familiarity, and the healthiness of the product. Results have implications for the future development of marketing mix strategies of small firms aimed at improving their competitive advantages in the Japanese olive oil market


Big five; consumer behavior; Japan; olive oil; purchase intention; theory of planned behavior

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