Although a considerable number of works from the literature analyze the influence of these factors on the choice of a wide range of products, very few of them do so for olive oil. In a sociocultural context like the Spanish market, where brand awareness is very strong and the product is used very frequently, these factors are even more important Thus, this work attempts to add to the literature by analyzing olive oil consumer behavior and investigating how the seller’s marketing variables (price, price discounts, ads through store flyers) and consumer behavior (loyalty) explain
consumers’ olive oil brand choices.