Consumption of Mango and Consumers Preferences in India

B.Sc. JALKIT VADHER, BSc

Master's thesis

Abstract:

India ranks among the world's leading mango producers and suppliers, with its mangoes known for its sweet taste, savouriness, health and colour. In order to achieve optimum performance for horticultural value chains, understanding consumer value preference is important. This diploma thesis offers insights into mango consumers’ tastes in India by way of measures to improve the quality of domestic mango value chains. The primary data was collected by way of 885 customers and 200 fruit shop owners in ten different cities in India. The mango has been reported to be in demand in the seasons. The product is a speciality and delicacy that is available on special occasions. The choice has been shown to be very broad spread because the labels in the retail store are available. The taste, quality and variety of mango are major factors which affect the purchase decision of consumers.Diverse considerations are required to be listed in order to affect the decision to purchase a mango. Findings have shown that Consumers gave importance to their food, their medical advantages, their season and their social and cultural interest. Price, taste, freshness and the freedom from damage and defects were the main features of consumers when they purchased mangoes. Consumers expressed their concern about high mango prices, lack of safe mangoes, malpractices in retailers and government ineffective regulations. These results showed that mango value chains businesses did not pay sufficient attention to the demands of the consumer

Keywords

Mango, consumer value, consumer concerns

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 20. 11. 2019

Obhajoba závěrečné práce

• Vedúci: Ing. Lenka Rumánková, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / odbor:
Economics Policy and Administration / Business Administration