Effect of the region of origin on the perceived quality of olive oil: An experimental approach using a control group

This study attempts to measure the overall effect of the image of an olive oil producing region and the effect of the components of this image on consumers’ perceived quality of an olive oil. Two successive experiments were performed in two different cultural contexts (France and Tunisia). To test the overall effect of the image, a quasi-experimental, pre-test/post-test type research design was developed, using a control group while the discrete choice method was used to study the effect of the components. The results confirm that the image of the product’s region of origin influences perceived overall quality regardless of the respondents’ nationality. The results partially confirm that each dimension of the image of the region of origin has a specific influence on consumers’ selection behaviors. The authors discuss the limitations of the results and the measurements commonly used to assess perceived quality.