@article{Adhikari:138321,
      recid = {138321},
      author = {Adhikari, Rajendra Prasad and Collins, Ray and Sun,  Ximing},
      title = {Segmenting Consumers to Inform Agrifood Value Chain  Development in Nepal},
      journal = {International Food and Agribusiness Management Review},
      address = {2012-11-01},
      number = {1030-2016-82806},
      series = {Volume 15},
      pages = {22},
      month = {Nov},
      year = {2012},
      note = {The IFAMR is published quarterly by IFAMA. www.ifama.org},
      abstract = {The Nepalese government is piloting agricultural projects  that are described as taking a value chain approach to  development. Although consumer value lies at the core of  value chain management principles, none of these projects  adopts a consumer perspective. This is an example of a more  widespread gap in both the literature and practice as to  how consumer perspectives can be used in the development of  agrifood value chains in developing countries. This paper  addresses this gap by surveying consumers of tomatoes in  Nepal, segmenting them using cluster analysis and  demonstrating how consumer segmentation can provide  strategic direction for value chain development. The  research identifies four distinct segments of tomato  consumers in Kathmandu. The high value consumer segment,  which is also the largest segment, places most importance  on credence-based attributes that cannot be ensured unless  a whole-chain effort is employed, indi-cating that  developing value chains would be necessary if this need is  to be met, and that such effort would pay off. An analysis  of existing supply chains shows discrepancies between  consumer expectations and the delivery of value, suggesting  improvement opportunities to develop these chains.},
      url = {http://ageconsearch.umn.edu/record/138321},
      doi = {https://doi.org/10.22004/ag.econ.138321},
}