Demographic

1. Age: In which decade of your life are you? .......

2. What is your educational level?
3. In which category would you rank your profession?

Farmer
Employee
Education
Strain company/ organization
Freelance
Businessman
Renter
Student
Artist
Housewife
Retired
Other.....................

4.
5.
6.
7.

Do you live alone or with a family?

How many members are you in your household?
Who is responsible of the food purchases?
How would you describe the area where you live?
1. Within the urban plan YES NO
2. Rural
3. Labor
4. Middle-class
5. Urban
Expenditure
1. At an approximate rate, what is your general household income?
2. What is the monthly expenditure on food?
Consumption
1. Do you consume olive oil and what type?
2. Do you know the difference between extra virgin olive oil and virgin olive oil?
a. If yes, do you recognize the difference between the taste of both?
3. In general, do you consume organic products? And why?
4. Do you consume organic olive oil?
5. Do you know the health benefits of using extra virgin olive?
6. For what are you using olive oil? (cosmetic purposes, frying, boiling, fresh to salads)
7. What is the main use of olive oil for you?
8. How often do you usually purchase olive oil?
9. How much olive oil do you monthly consume?

Attributes
1.
2.
3.
4.

What is the packaging size that you usually purchase?

Does the packaging influence your purchase?
What information do you check when purchasing olive oil?
When purchasing olive oil; what kind of additional information would you like to be
included in the label?

Relevance Perception of D.O

1. Do you know what the Denomination of Origin is?
2. Do you purchase or interested to purchase products with D.O?
3. Do you know any olive oil with D.O in the area? Please identify.
4. What is your opinion on the difference between an olive oil with D.O and another
without D.O?
5. Is D.O important to you?
Loyalty
1. Are you loyal to a brand or you don`t mind changing?
2. If your brand is unavailable would you change to another?
Awareness
1. Do you know Calandinas` products? If yes, how did you hear about it?
2. Do you see often Calandinas` products in the supermarket?
3. Have you ever seen the brand of Calandina?

4. Have you ever buy Calandinas` products?

5. How would you perceive the products of Calandina in terms of quality?
6. Have you ever consumed any type of olive oil from Calandina? If yes, how did you
experience it?

Value for Money - WTP

1. At what price it is too cheap?
2. At what price it is a good value/bargain?

3. At what price it is getting expensive?

4. At what price is too expensive?
5. If you would face Calandinas Extra Virgen Olive oil in the super market, based on what
attributes would you willing to pay a premium price for the product? Please state your
comments.
i. Regarding price, quality, taste, or environmental protection
ii.

6. Does an environmentally friendly packaging influence your purchasing decision and as

so your willingness to pay?
7. Does the D.O influence your purchase of olive oil?
8. Are you willing to pay a premium price for an olive oil with a D.O?