The general objective of this contribution is that one to bring back the results of a study lead in the Italy territory relatively to the various elasticity regarding the price of determined olive oil producers and to estimate empirically a question system (using A.I.D.S. model). Moreover an example of the scanner data applicability is showed. The all focused towards the empiric definition of the critical variables for the question of the trade category of extravirgin olive oil. It’s obvious that this study wants to supply some operating instruments in order to assume the strategies focused on a precise market. The result of this study are numerous: principally, this concern to the analysis methodology (combining use of software TSP 5.0 and the scanner data) and to the Italian olive oil market.