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Abstract
The objective of this paper is to analyze consumer purchasing behaviour and preference
for olive oil, in the Albanian context of a weakly enforced public and private quality
assurance system. A consumer survey was administered at retail outlets in Tirana. Data
analysis was performed using descriptive statistics and a two-step cluster analysis to
identify homogeneous groups within the sample. The results indicate that most consumers
perceive the quality of olive oil they consume to be very high and tend to rely on and
trust in the producers/suppliers of the product, rather than public institutions as a
guarantee of the quality and safety of olive oil purchased.