A Whole of Supply Chain Approach to Developing a New Market for Pakistan Mangoes: The Case of China

Sun, Xia; Collins, Ray; Dunne, A. J.; Bajwa, B. S.; Mazhar, Muhammad Sohail; Iqbal, Masood

doi:10.17660/actahortic.2011.895.34

Cited by 5 publications

(8 citation statements)

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“…They are popularly consumed both as fresh fruit and in processed forms such as jams, juices, nectars, squashes, milkshakes and jellies (CSF 2007). Many mango varieties with different harvesting times and quality attributes, such as sweetness, colour and size, are grown and consumed in Pakistan (Sun et al 2011). …”

Section: The Mango Industry In Pakistanmentioning

confidence: 99%

“…In terms of its exports, Pakistan is ranked eighth after Mexico, India, the Netherlands, Brazil, Peru, Thailand and the Philippines (FAO 2014). Pakistan exports mangoes to numerous countries, but its main export markets are the United Arab Emirates, the United Kingdom, Saudi Arabia, Iran, Oman, Qatar and Afghanistan (Government of Pakistan 2009; Sun et al 2011).…”

Section: The Mango Industry In Pakistanmentioning

confidence: 99%

“…Of the total area under mango orchards in 2010-2011, 65.09 Feroze and Sanghar are considered to be the homes of mango production SBI 2010). Pakistan's mango harvest season starts in May and lasts until October (Sun et al 2011). (2012) In terms of structure, Pakistan's mango industry is heterogeneous.…”

Section: The Mango Industry In Pakistanmentioning

confidence: 99%

“…According to Dunne and Johnson (2011) and Sun et al (2011), Pakistani mangoes can fetch good prices in international markets, as long as they meet quality standards and other official requirements. This calls for appropriate measures to ensure the management of quality and build capacities across the entire value chain (UNIDO 2006;Sun et al 2011). …”

Section: C) Exporter Level Improvementsmentioning

confidence: 99%

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Value chain performance improvement for sustainable mango industry development in Pakistan

Badar¹

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Pakistan is one of the world's leading mango producing and exporting countries. However, Pakistan's mango industry is beset with a number of chain-wide challenges that not only lower the value of mangoes to consumers and reduce the profitability of value chain actors, but also hinder the industry's potential contribution to the country's socio-economic development. As a result, there is now a growing realisation that the mango industry must be developed on a sustainable basis. This coincides with an accelerating drive towards sustainable development of agri-food industries around the world, in order to provide growing populations with adequate supplies of safe and affordable food.Thus, this study aimed to find out how the performance of value chains could be improved in order to bring sustainable development to Pakistan's mango industry. It focused on four issues: 1) consumers' mango value preferences and the implications of these preferences for the industry's development; 2) the structure and performance of the mango industry; 3) constraints on sustainable development of the industry; and 4) measures needed to address consumer, economic, social and environmental issues in the value chains so as to promote industry's sustainable development.A conceptual framework that integrated value chain and triple bottom line (TBL) sustainable development approaches was developed arguing that sustainable development could not be achieved without improving economic, social and environmental performance across entire value chains. A case study methodology was adopted and the case study participants included consumers, value chain actors and public stakeholders in the Pakistani provinces of Punjab and Sindh.To understand mango value preferences, five focus group discussions involving 40 consumers and a survey of 450 consumers was conducted. Thematic content analysis was performed on focus group data whereas descriptive statistics and clusters analysis were employed to analyse survey data. In order to understand the industry's structure, performance and constraints, 150 in-depth interviews were held with value chain actors such as retailers, wholesalers, commission agents, exporters, preharvest contractors, growers and input suppliers and representatives of public stakeholders. Data from the interviews were analysed using thematic content analysis.Consumer data showed the importance of both intrinsic (search and experience) and extrinsic (safety and marketing) quality attributes in mango buying. In-depth analysis of these attributes revealed three consumer segments -mango lovers, value seekers and safety conscious. Mango lovers concentrated primarily on search and experience attributes and safety conscious attached more importance to safety related attributes. Value seekers however considered all attributes important. In general consumers expressed their dissatisfaction with the mango value delivered to them because of use of Calcium III carbide for mango ripening, retailer malpractices and ineffective government regula...

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Section: The Mango Industry In Pakistanmentioning

confidence: 99%

Section: The Mango Industry In Pakistanmentioning

confidence: 99%

Section: The Mango Industry In Pakistanmentioning

confidence: 99%

Section: C) Exporter Level Improvementsmentioning

confidence: 99%

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Value chain performance improvement for sustainable mango industry development in Pakistan

Badar¹

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“…It is a rich source of micronutrients, such as potassium, magnesium, iron, calcium, vitamin C and beta‐carotene (Bello et al ., 2016), and provides energy, dietary fibre, carbohydrates, protein, fat and phytochemical antioxidant compounds that the body requires (Jahurul et al ., 2015; Akin‐idowu et al ., 2020). In several East Asian countries, consumers purchase mangoes as gifts for special occasions (Lu Hsu et al ., 2009; Musa et al ., 2010; Sun et al ., 2011; Roberts et al ., 2018).…”

Section: Introductionmentioning

confidence: 99%

What do consumers want in fresh mangoes? A systematic literature review

Kiloes

Azizan

Checco

et al. 2021

Int J of Food Sci Tech

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Mango is one of the most widely consumed fresh fruit in the world with an export volume valued at approximately USD 3 billion in 2019. Understanding how consumers perceive quality is crucial to improve and strengthen the overall mango value chain performance in many producing countries. This systematic literature review evaluates and discusses the methods adopted in the identified studies and synthesises the quality attributes and characteristics preferred that have been analysed in a specific market. The results show three main findings: (i) a majority of the identified studies used sensory analysis, which was does not capture the general consumers' perception of quality; (ii) the synthesis reveals that there are a limited number of studies in major importing countries despite the growth of global mango export and (iii) although there were thirty-three mango quality attributes identified, there was no comprehensive information on consumer perception in any specific market available due to the variability of methods adopted in the studies. Future studies need to obtain detailed information such as the importance of a mango quality attribute, the characteristic preferred in each identified important attribute and the willingness to pay for a combination of mango quality attributes and characteristics. There should also be more studies conducted in major importing countries to reflect the growing global demand of fresh mangoes.

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

Ayyaz,

Bonney,

Adhikari

2023

BFJ

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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.

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A Whole of Supply Chain Approach to Developing a New Market for Pakistan Mangoes: The Case of China

Cited by 5 publications

References 0 publications

Value chain performance improvement for sustainable mango industry development in Pakistan

Value chain performance improvement for sustainable mango industry development in Pakistan

What do consumers want in fresh mangoes? A systematic literature review

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

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