Consumer preferences to pay a price premium for quality attributes in Pakistani grown mangoes

Yaseen, Asif, Mehdi, Mubashir, Somogyi, Simon and Ahmad, Burhan (2016) Consumer preferences to pay a price premium for quality attributes in Pakistani grown mangoes. Pakistan Journal of Commerce and Social Sciences, 10 3: 615-637.

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Author Yaseen, Asif
Mehdi, Mubashir
Somogyi, Simon
Ahmad, Burhan
Title Consumer preferences to pay a price premium for quality attributes in Pakistani grown mangoes
Journal name Pakistan Journal of Commerce and Social Sciences   Check publisher's open access policy
ISSN 1997-8553
Publication date 2016-12-30
Year available 2016
Sub-type Article (original research)
Open Access Status File (Publisher version)
Volume 10
Issue 3
Start page 615
End page 637
Total pages 23
Place of publication Lahore, Pakistan
Publisher Johar Educational Society
Collection year 2017
Language eng
Abstract Consumer preferences in food products are complex and multidimensional in nature, whose measurement requires the designing of succinctly validated scales. This study investigates how urban consumers perceive quality of locally grown mangoes varieties in Pakistan and how much extra price they are willing to pay for these quality attributes. Data was collected through a survey employed at supermarkets in five major cities of Pakistan, and responded 304 randomly selected consumers. Partial least square structural equation modelling was employed in the analysis. The results showed a dimensional structure representing the mango quality perceptions, profiled through extrinsic and intrinsic attributes, and consumers are willing to pay significantly different price premiums for quality attributes in mangoes. The findings of the study will be useful for the policy makers and mango value chain actors because quality in fresh fruits such as mangoes play a key role in determining the final market value of the produce and acceptance by the consumers to pay price premiums. This study contributes to advancing the knowledge on fruit consumption behavior in a developing country where existing research on assessing the willingness-to-pay with actual behavior is scant.
Keyword Perceived quality
Consumer preferences
Willingness-to-pay
Partial least square analysis
Structural equation method
Mango
Pakistan
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ
Additional Notes http://jespk.net/publication_paper.php?publicationid=24

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
School of Agriculture and Food Sciences
 
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Created: Thu, 02 Mar 2017, 16:48:11 EST by Asif Yaseen on behalf of School of Agriculture and Food Sciences