Even many researchers examined product segmentation and consumer behavior in agrifood sector and mainly in wine and olive oil industry there is not an extensive examination of consumers’ attitudes towards different quality olive oils. This study aims to examine the factors that affect the buying behavior of Greek consumers towards different quality olive oils and classify them into groups according to their purchasing behavior as well as to develop the demographic profile of those groups of consumers. The researchers conducted a primary survey to a random sample of Greek consumers. Principal Component Analysis, Cluster Analysis, Discriminant Analysis and non-parametric test including chi-square and Friedman test performed by the researchers.