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Exploring The Determinants of Consumer Preferences in Table Olive Consumption: A Quantitative Market Analysis | ||
| Anbar Journal of Agricultural Sciences | ||
| Article 9, Volume 24, Issue 2, July 2026, Pages 390-406 PDF (797.09 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.32649/ajas.2025.163010.1760 | ||
| Authors | ||
| A. A. Karam* 1; R. M. Mohammed2 | ||
| 1Department of Agriculture Extension and Rural Development, College of Agricultural Engineering Sciences, University of Duhok, Iraq | ||
| 2Department of Animal Production, College of Agricultural Engineering Sciences, University of Duhok, Iraq | ||
| Abstract | ||
| This study examined the factors influencing the preferences for table olives among consumers in the Nineveh plains, Iraq. Using a quantitative survey approach, 357 consumers were interviewed to analyze their preferences and perceptions of table olives based on the theory of planned behavior (TPB). A standardized questionnaire was distributed to participants to evaluate their opinions during fieldwork between August 2024 and February 2025. Consumption preferences for olive varieties depend mainly on taste and price, though availability, health benefits, and brand loyalty also have a significant role. The survey revealed that 58.9% of consumers who bought table olives were interested in purchasing from local brands. Additionally, the majority of respondents reported consuming olive products in the afternoon, aiding olive growers and marketers in determining the best time to promote their products. The findings of this study provide the basis for future research in this area and contribute to the existing literature on consumer preferences on the variety of table olives consumed in Iraq. The research shows that cultural factors, together with economic conditions and social elements, influence these preferences. This will allow local producers to enhance the marketability of their products and develop promotional strategies that better align with consumer tastes and needs | ||
| Keywords | ||
| Table olives; Brand loyalty; Consumer preferences; Consumption | ||
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