Abstract

MONTOYA, Victoria del Socorro Martos et al. Emotional factors to the consumption of table olive in the city of Tacna-Peru. Rev. Inv. Cs. Agro. y Vet. [online]. 2023, vol.7, n.21, pp.598-610.  Epub Sep 25, 2023. ISSN 2664-0902.  https://doi.org/10.33996/revistaalfa.v7i21.240.

The commercialization of table olives is mostly unprocessed, and contains a high nutritional value; it is marketed in supermarkets, stores or on an outpatient basis; these emotional factors influence consumer behavior. Objective. To evidence the influence of the exposure of emotional inducing factors to consumers, in the assignment of utility to olives. Materials and methods. Inductive study, experimental type, orthogonal design, conjoint analysis, also known as multi-attribute compositional model. Experimental group composed of 15 individuals. Determines three different total utility allocations (7,245, 6,255 and 5,255 units) for the same olive, within the design. The experiment assigns different utility units to the emotive inducers at each level: 1) bulk product presentation factor= 0.267; normal packaging= 0.022 and vacuum packaging= -0.289; 2) extra quality factor=0.467; standard= -0.022 and select= -0.444; 3) price factor at all levels 5.00, 10.00 and 15.00 soles utility assignment -0.267, -0.533 and -0.800 respectively. Importance values assigned to the factors: quality= 40.72 %; product presentation= 33.65 % and price= 25.63%; in relation to the total. Results. 1) the exposure of emotional inducers to consumers, altered the importance values of the olive, 2) price does not show to be the best indicator of preference and 3) to continue to venture into research in behavioral economics through experiments, to understand decisions of economic agents, to predict with better approximations and to explain the economic dynamics. Conclusions. Price is not shown to be the best indicator of preference.

Keywords : Emotional factors; Inductive factors; Consumption; Olives.

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