Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan

This study seeks to capture the mango value preferences of consumers in Pakistan with a view to identifying potential improvements in value chain practices in the mango industry. Data were collected through five focus group discussions and an intercept survey of 450 consumers in four cities of Pakistan. Three consumer clusters were identified through cluster analysis. These clusters had significant differences in terms of their search, experience, safety and marketing attributes. Given the existing consumer value preferences and likely changes in consumer behavior, the study suggested that value chain actors can improve their practices so as to improve consumer value and achieve higher returns.


Editor(s):
IFAMR, IFAMA
Issue Date:
Sep 01 2015
Publication Type:
Journal Article
DOI and Other Identifiers:
10.22004/ag.econ.208498
(ISSN #: 1559-2448) (Other)
Record Identifier:
https://ageconsearch.umn.edu/record/208498
PURL Identifier:
http://purl.umn.edu/208498
Published in:
International Food and Agribusiness Management Review, 18, 3
Page range:
131-148
Total Pages:
18
JEL Codes:
Q130; M310
Note:
The International Food and Agribusiness Management Review is published quarterly by IFAMA. For more information visit: www.ifama.org.
Series Statement:
Volume 18
Issue 3




 Record created 2017-04-01, last modified 2020-10-28

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