Consumers' insight and behaviour towards mango quality and safety attributes: implications for integrated value chain development

IF 3.4 3区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY
S. Ayyaz, Lawrence Bryan Bonney, Rajendra Adhikari
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引用次数: 0

Abstract

PurposeThe purpose of this research is to segment Pakistani consumers based on their insights and preference towards mango quality and safety attributes and to demographically characterise each segment so that effective value chain (VC) development strategies may be developed.Design/methodology/approachFactor and cluster analysis were applied to data collected from 400 mango buyers randomly selected from seven different cities in Pakistan.FindingsThis empirical study identified four distinct segments of mango consumers in Pakistan. The diversity of consumers' perception was mainly based on four factors: food safety, price and marketing, physical quality and shelf life. Based on their demographic characteristics and preferences for product attributes, the identified consumer segments can be classified as “traditional consumers,” “safety-conscious consumers,” price and market-sensitive consumers,” quality-sensitive consumers” and “perfect consumers.” This knowledge is useful to develop mango VCs that target specific consumer segments based on their chain level abilities and aspirations.Research limitations/implicationsThis study offers actors of mango VCs an enhanced understanding of consumer segments based on their perceived preferences towards the quality and safety attributes of mangoes, which would help VC actors design and develop business strategies that deliver value specific to each consumer segments. Findings of this study could also be useful to policy makers to design extension strategies that promote food safety and quality standards in mango VCs. Moreover, this study presents yet another case of consumer segmentation study for VC development in developing countries, adding a stepping stone towards a general VC theory development.Originality/valueThe findings stimulate the momentum of the growing literature, particularly in the developing countries on consumer insights and behaviour toward fruit quality and safety attributes of mangoes.
消费者对芒果质量和安全属性的洞察力和行为:对综合价值链发展的启示
目的本研究的目的是根据巴基斯坦消费者对芒果质量和安全属性的见解和偏好对其进行细分,并对每个细分市场进行人口统计,以便制定有效的价值链发展战略。设计/方法/方法因素和聚类分析应用于从巴基斯坦七个不同城市随机选择的400名芒果买家中收集的数据。消费者认知的多样性主要基于四个因素:食品安全、价格和营销、实物质量和保质期。根据其人口统计特征和对产品属性的偏好,确定的消费者细分市场可分为“传统消费者”、“安全意识消费者”、价格和市场敏感消费者、“质量敏感消费者”和“完美消费者”。“这些知识有助于发展芒果风险投资公司,根据其链级能力和愿望瞄准特定的消费者群体。研究局限性/含义这项研究使芒果风险投资的参与者根据他们对芒果质量和安全属性的感知偏好,更好地了解消费者群体,这将有助于风险投资参与者设计和制定为每个消费者群体提供特定价值的商业战略。这项研究的结果也有助于政策制定者设计推广策略,促进芒果VC的食品安全和质量标准。此外,本研究为发展中国家的风险投资发展提供了另一个消费者细分研究案例,为一般风险投资理论的发展增添了一块垫脚石。原创性/价值这些发现激发了越来越多的文献的势头,特别是在发展中国家,关于消费者对芒果水果质量和安全特性的见解和行为。
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来源期刊
British Food Journal
British Food Journal 工程技术-食品科技
CiteScore
6.90
自引率
15.20%
发文量
219
审稿时长
18-36 weeks
期刊介绍: After 115 years, the British Food Journal (BFJ) continues to be highly respected worldwide for its broad and unique interdisciplinary coverage of the latest food-related double blind peer-reviewed research. It links all sectors of this dynamic industry, keeping abreast of emerging trends, topical and controversial issues and informing and stimulating debate. - See more at: http://emeraldgrouppublishing.com/products/journals/journals.htm?id=bfj#sthash.O3wH4pEh.dpuf
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