Consumption of olive o il is cons idered important for pr eserving a health y and relatively disease-free population. The Mediterranean diet has significant protective effects against cancer and coronary heart disease. Consumption of olive oil must be increased, therefore, due to dietary and health concerns. The aim of this study was to explore Turkish olive oil consumer behav ior using conjoint an alysis and to determine the best produc t quality s et which maximizes th e total customer utility. For this end, conjoint analysis in the SPSS was done with 250 household survey data. The results of this research show that th e most important three factors on o live o il dem and a re i ts olive o il t ype, pack age and price, respectively. On the other hand, the best product quality set is virgin olive oil type, tin box package, strong taste, yellow color, sold in th e hypermarket at 5 €/lt and with promotion. Results indicate that consumers prefer olive oils with virgin type, low price, strong tasted, yellow color and promotion. A s a result, v irgin olive oil' s p rotective functio n has a beneficial effect on human heal th and nu trition; therefore, thier penetration ratio should be rapid ly increased, and their consumption should be made incentive