IDEAS home Printed from https://ideas.repec.org/a/adx/journl/v5y2023i1p100-105.html
   My bibliography  Save this article

Consumer Awareness and Willingness to Pay for Dried Mangoes: Evidence from Punjab, Pakistan

Author

Listed:
  • Waqas Mehmood
  • Sami Ullah
  • Shoaib Nasir
  • Mudasir Yasin
  • Abd ur Rehman
  • Muhammad Arqam Iqbal

Abstract

Dried fruits are a popular and convenient snack option for many consumers, providing a nutritious alternative to processed snacks. Thus, consumer demand for dried fruits has significantly increased worldwide due to increasing health consciousness and a growing interest in natural and organic food products. Though Pakistan is one of the world's largest producers of mangoes, dried mangoes are a relatively new product in the country’s markets. Hence, the study’s objective is to understand consumers' awareness and willingness to pay (WTP) for dried mangoes which is crucial for producers and marketers to target and capture the growing market effectively. We collected the data from 300 respondents from three metropolitan cities of Punjab: Lahore, Faisalabad, and Multan. We employed logistic regression to investigate the determinants of consumers’ awareness of dried mangoes and Tobit regression to estimate factors affecting willingness to pay. The results show that 46% of respondents knew the dried mangoes. Furthermore, gender, education, income, and access to information are the important factors affecting consumers’ awareness. On average, consumers were willing to pay Rs. 373/ 125 grams of dried mangoes. The estimates of the Tobit model show that gender, age, education, income, profession, promotion, packing, and health consciousness significantly affect the consumers’ willingness to pay. Therefore, producers and marketers must develop effective positioning, pricing, and promotional strategies based on these factors to target and capture the growing markets for dried fruits.

Suggested Citation

  • Waqas Mehmood & Sami Ullah & Shoaib Nasir & Mudasir Yasin & Abd ur Rehman & Muhammad Arqam Iqbal, 2023. "Consumer Awareness and Willingness to Pay for Dried Mangoes: Evidence from Punjab, Pakistan," Journal of Economic Impact, Science Impact Publishers, vol. 5(1), pages 100-105.
  • Handle: RePEc:adx:journl:v:5:y:2023:i:1:p:100-105
    DOI: 10.52223/jei5012312
    as

    Download full text from publisher

    File URL: https://doi.org/10.52223/jei5012312
    Download Restriction: no

    File URL: https://libkey.io/10.52223/jei5012312?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Pambo, Kennedy & Otieno, David & Okello, Julius J., 2015. "Willingness-to-Pay for Sugar Fortification in Western Kenya," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 202970, Agricultural and Applied Economics Association.
    2. Willis O. Owino & Jane L. Ambuko, 2021. "Mango Fruit Processing: Options for Small-Scale Processors in Developing Countries," Agriculture, MDPI, vol. 11(11), pages 1-12, November.
    3. Fredrik Carlsson & Jorge García & Åsa Löfgren, 2010. "Conformity and the Demand for Environmental Goods," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 47(3), pages 407-421, November.
    4. Chege, Christine G.K. & Sibiko, Kenneth W. & Wanyama, Rosina & Jager, Matthias & Birachi, Eliud, 2019. "Are consumers at the base of the pyramid willing to pay for nutritious foods?," Food Policy, Elsevier, vol. 87(C), pages 1-1.
    5. Tasnim Khan & Rana Ejaz Ali Khan & Sassee Bibi, 2018. "Willingness to Pay by the Farmers for Safer Use of Pesticides," Asian Development Policy Review, Asian Economic and Social Society, vol. 6(3), pages 169-177.
    6. Tasnim Khan & Rana Ejaz Ali Khan & Sassee Bibi, 2018. "Willingness to Pay by the Farmers for Safer Use of Pesticides," Asian Development Policy Review, Asian Economic and Social Society, vol. 6(3), pages 169-177, September.
    7. repec:ags:aaea15:200414 is not listed on IDEAS
    8. Kara R. Grant & R. Karina Gallardo & Jill J. McCluskey, 2021. "Consumer preferences for foods with clean labels and new food technologies," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 764-781, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ole Bonnichsen & Jacob Ladenburg, 2010. "Reducing Status Quo Bias in Choice Experiments – An Application of a Protest Reduction Entreaty," IFRO Working Paper 2010/7, University of Copenhagen, Department of Food and Resource Economics.
    2. Bosbach, Moritz & Maietta, Ornella Wanda, 2019. "The Implicit Price for Fair Trade Coffee: Does Social Capital Matter?," Ecological Economics, Elsevier, vol. 158(C), pages 34-41.
    3. Groote, Hugo De & Munyua, Bernard & Traore, Djibril & Taylor, John R. N. & Ferruzzi, Mario & Ndiaye, Cheikh & Onyeoziri, Isiguzoro O. & Hamaker, Bruce R., 2021. "Measuring consumer acceptance of instant fortified millet products using affective tests and auctions in Dakar, Senegal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(3), March.
    4. Dominic Hauck & Erik Ansink & Jetske Bouma & Daan van Soest, 2014. "Social Network Effects and Green Consumerism," Tinbergen Institute Discussion Papers 14-150/VIII, Tinbergen Institute.
    5. Durevall, Dick, 2017. "Who Benefits from Fairtrade? Evidence from the Swedish Coffee Market," Working Papers in Economics 708, University of Gothenburg, Department of Economics.
    6. Durevall, Dick, 2015. "Are Fairtrade Prices Fair? An Analysis of the Distribution of Returns in the Swedish Coffee Market," Working Papers in Economics 615, University of Gothenburg, Department of Economics, revised Sep 2017.
    7. Ceccantoni, Giulia & Tarola, Ornella & Zanaj, Skerdilajda, 2018. "Green Consumption and Relative Preferences in a Vertically Differentiated International Oligopoly," Ecological Economics, Elsevier, vol. 149(C), pages 129-139.
    8. Charu Grover & Sangeeta Bansal & Adan L. Martinez-Cruz, "undated". "Influence of Social Network Effect and Incentive on Choice of Star Labeled Cars in India: A Latent Class Approach based on Choice Experiment," Centre for International Trade and Development, Jawaharlal Nehru University, New Delhi Discussion Papers 18-05, Centre for International Trade and Development, Jawaharlal Nehru University, New Delhi, India.
    9. Makiko Nakano, 2019. "Evaluation of Corporate Social Responsibility by Consumers: Use of Organic Material and Long Working Hours of Employees," Sustainability, MDPI, vol. 11(19), pages 1-16, September.
    10. Anna K. Edenbrandt & Christian Gamborg & Bo Jellesmark Thorsen, 2020. "Observational learning in food choices: The effect of product familiarity and closeness of peers," Agribusiness, John Wiley & Sons, Ltd., vol. 36(3), pages 482-498, June.
    11. García, Jorge H. & Cherry, Todd L. & Kallbekken, Steffen & Torvanger, Asbjørn, 2016. "Willingness to accept local wind energy development: Does the compensation mechanism matter?," Energy Policy, Elsevier, vol. 99(C), pages 165-173.
    12. Dirk E. Maier & Hory Chikez, 2021. "Recent Innovations in Post-Harvest Preservation and Protection of Agricultural Products," Agriculture, MDPI, vol. 11(12), pages 1-5, December.
    13. Mankaï, Selim & Marchand, Sébastien & Le, Ngoc Ha, 2024. "Valuing insurance against small probability risks: A meta-analysis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 109(C).
    14. Sergey Kichko & Pierre M. Picard, 2018. "Heterogeneity in Conformism, Firm Selection, and Home Bias," DEM Discussion Paper Series 18-09, Department of Economics at the University of Luxembourg.
    15. Gilles Grolleau & Lisette Ibanez & Naoufel Mzoughi & Mario Teisl, 2016. "Helping eco-labels to fulfil their promises," Climate Policy, Taylor & Francis Journals, vol. 16(6), pages 792-802, August.
    16. Kaleb S. Jada & Mequanint B. Melesse & Marrit Berg, 2023. "The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 15(2), pages 395-409, April.
    17. Lucas, Sterenn & Salladarré, Frédéric & Brécard, Dorothée, 2018. "Green consumption and peer effects: Does it work for seafood products?," Food Policy, Elsevier, vol. 76(C), pages 44-55.
    18. Ladenburg, Jacob & Olsen, Søren Bøye, 2014. "Augmenting short Cheap Talk scripts with a repeated Opt-Out Reminder in Choice Experiment surveys," Resource and Energy Economics, Elsevier, vol. 37(C), pages 39-63.
    19. Kichko, Sergey & Picard, Pierre M., 2021. "Effect of conformism on firm selection, product quality and home bias," Journal of Economic Behavior & Organization, Elsevier, vol. 185(C), pages 402-418.
    20. Jesse Burkhardt & Nathan W. Chan & Bryan Bollinger & Kenneth T. Gillingham, 2022. "Conformity and Conservation: Evidence from Home Landscaping and Water Conservation," American Journal of Agricultural Economics, John Wiley & Sons, vol. 104(1), pages 228-248, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:adx:journl:v:5:y:2023:i:1:p:100-105. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Iqbal Javed (email available below). General contact details of provider: https://www.scienceimpactpub.com/journals/index.php .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.