This paper deals with the measurement of customer satisfaction where organic olive oil, the most important biological product that has recently entered the Greek food market, is concerned. For this purpose a survey was conducted in the region of Thessaloniki. This study examines consumer preferences and attitudes using multicriteria preference analysis. The implemented methodology is called MUSA (MUlticriteria Satisfaction Analysis) and takes into account that customers' global satisfaction for organic olive oil depends on five criteria: health, price/quality, packaging, specific characteristics and promotion and disposition. Effective results are provided describing customer behaviour and identifying market trends. An analysis in order to find out the strengths and weaknesses of organic olive oil compared to the conventional one is also included, contributing in this way to an effective strategic planning for the improvement of the product. Finally, recommendations are given evaluating the alternative market penetration strategies, which combined with the existing ones, could lead to the development of optimal marketing techniques for the modification of the products' characteristics in the most effective way.