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

Badar, Hammad, Ariyawardana, Anoma and Collins, Ray (2015) Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan. International Food and Agribusiness Management Review, 18 3: 131-148.

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Author Badar, Hammad
Ariyawardana, Anoma
Collins, Ray
Title Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan
Journal name International Food and Agribusiness Management Review   Check publisher's open access policy
ISSN 1096-7508
1559-2448
Publication date 2015-09-01
Year available 2015
Sub-type Article (original research)
Open Access Status File (Publisher version)
Volume 18
Issue 3
Start page 131
End page 148
Total pages 18
Place of publication College Station, TX United States
Publisher International Food and Agribusiness Management Association
Collection year 2016
Language eng
Formatted 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.
Keyword Consumer value
Consumer segmentation
Cluster analysis
Mango industry
Pakistan
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
School of Agriculture and Food Sciences
 
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Created: Tue, 01 Sep 2015, 14:35:42 EST by Anoma Ariyawardana on behalf of School of Agriculture and Food Sciences