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

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  • Badar, Hammad
  • Ariyawardana, Anoma
  • Collins, Ray

Abstract

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.

Suggested Citation

  • Badar, Hammad & Ariyawardana, Anoma & Collins, Ray, 2015. "Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(3), pages 1-18, September.
    • Handle: RePEc:ags:ifaamr:208498
    DOI: 10.22004/ag.econ.208498
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    References listed on IDEAS

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    Cited by:

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    2. Michał Pietrzak & Aleksandra Chlebicka & Paweł Kraciński & Agata Malak-Rawlikowska, 2020. "Information Asymmetry as a Barrier in Upgrading the Position of Local Producers in the Global Value Chain—Evidence from the Apple Sector in Poland," Sustainability, MDPI, vol. 12(19), pages 1-21, September.
    3. Giuseppina Migliore & Vittorio Farina & Salvatore Tinervia & Giovanni Matranga & Giorgio Schifani, 2017. "Consumer interest towards tropical fruit: factors affecting avocado fruit consumption in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 5(1), pages 1-12, December.
    4. Bradley Ridoutt & Jessica R. Bogard & Kanar Dizyee & Lilly Lim-Camacho & Shalander Kumar, 2019. "Value Chains and Diet Quality: A Review of Impact Pathways and Intervention Strategies," Agriculture, MDPI, vol. 9(9), pages 1-18, August.
    5. Hossain, Afjal & Badiuzzaman,, 2021. "Hedonic prices for the fruit market in Bangladesh: Lessons from guava and hog plum purchase decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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