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This result shows the The Role of Culture and Food Habits in Olive Oil Purchase Behaviour 23 higher importance that price has in the choice of those store brands, versus the national brands where the consumer sensitivity on the price is lower. , 1981; Sivakumar, 1996; Kirk, 1992), who point out the higher importance of the price as a determining element for the distributor brands choice. Additionally, this result suggests the stronger positioning that traditional-national brands possess in the olive oil market.

Strategic marketing, 7th ed. McGraw Hill. , Hardy, A. & Imperia, G. (1982). Generic brands versus national brands and store brands. Journal of Advertising, 22(5), 25-32. , Goedertier, F. & Van Ossel, G. (2005). Consumer perceptions of store brands versus national brands. The Journal of Consumer Marketing, 22, 223-233. The Role of Culture and Food Habits in Olive Oil Purchase Behaviour 29 Delener, N. & Neelankavil, J. (1990). Informational sources and media usage: a comparison between Asian and Hispanic subcultures.

Tradeoff between frequency and depth of price promotions: implications for high and low price brands. Journal of Marketing Theory and Practice, 4(1), 1-8. Sivakumar, K. & Raj, S. (1997). Quality tier competition: how price change influences brand choice and category choice. Journal of Marketing, 61(July), 71-84. Slotegraaf, R. & Pauwels, K. (2008). The impact of brand equity and innovation on the longterm effectiveness of promotions. Journal of Marketing Research, 45, (June), 293-306. , Moorman, Ch.

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