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- Title
ANÁLISIS DEL MERCADO DEL ACEITE DE OLIVA ESPAÑOL EN CHINA: UN ESTUDIO EXPLORATORIO.
- Authors
Moral-Moral, María; Yuanyuan Wang
- Abstract
In this paper, an analysis of the position and of the most relevant factors that affect the competitiveness of Spanish olive oil in the Chinese market is carried out. Specifically, macroeconomic data on the consumption and import of Spanish olive oil in China are presented. In addition, we proceed to analyze the elements that affect the buying behavior of olive oil by the Chinese consumer, such as the price of the product, the aroma, or the flavor, among others. To this end, an empirical investigation has been carried out aimed at consumers residing in the cities of Beijing, Guangdong, Henan and Zhejiang province (China), obtaining a total of 182 valid responses. Among the results obtained, the high growth potential of olive oil consumption in the Chinese market stands out with a consumer concerned about the quality and healthiness of the product they consume. Adaptation of business strategies to the peculiarities of the Chinese market is recommended.
- Subjects
OLIVE oil; CONSUMPTION (Economics); OIL consumption; BUSINESS planning; PRODUCT quality; FLAVOR
- Publication
3C Empresa, 2021, Vol 10, Issue 2, p111
- ISSN
2254-3376
- Publication type
Article
- DOI
10.17993/3cemp.2021.100246.111-135