Mango value preferences of consumers in Pakistan

Understanding consumer value preferences is important for achieving optimal performance of horticultural value chains. This paper provides insights into the value preferences of mango consumers in Pakistan, using them to suggest measures for improving the performance of domestic mango value chains. Five focus group discussions with 40 consumers drawn from different social strata were held in Faisalabad, Pakistan. Thematic content analysis was performed on the qualitative data generated through these discussions. Findings showed that mango was a popular fruit consumed in both fresh and processed forms. Consumers ascribed value to its taste, health benefits, seasonal span and socio-cultural importance. The main attributes consumers considered in buying mangoes were price, taste, freshness, and freedom from damage and blemish. Consumers expressed concerns about high mango prices, non- Availability of safely ripened mangoes, retailer malpractices and ineffective regulations by the government. These findings highlighted that businesses in mango value chains did not pay adequate attention to consumer requirements. However, as consumers become more aware and experience higher living standards, not addressing their concerns will affect the profitability of value chain participants, many of whom will need to upgrade their practices. The study also suggested that the government should ensure that consumer concerns such as those relating to food safety are adequately addressed by relevant institutions and organisations