2020
DOI: 10.36899/japs.2021.1.0211
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Consumer Segments and Value Preferences for Tomatoes in Pakistan

Abstract: The study identified value preferences of consumers at aggregate and segment level for suggesting upgrading measures to public and private stakeholders in tomato value chains in Pakistan. To this end, a consumer survey was conducted in three cities-Karachi, Lahore and Faisalabad. Using an interview schedule, data were collected through personal interviews of 275 tomato consumers at different retail outlets of vegetables. Results of the study revealed differences in consumption and purchase preferences of tomat… Show more

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“…Pakistan's retail and wholesale sector, which accounts for about 17% of GDP, is not indifferent to this global trend, particularly for high value commodities. Meanwhile, demand for quality fresh fruits is continuously growing (Badar et al, 2020) because of changes in urban lifestyle, education, increased disposable income per capita and modernisation of food retail outlets (Badar et al, 2019;Khan et al, 2018;Poerting, 2015). Following these trends, Pakistani fruit consumers have also shifted their marketing behaviours and consumption preferences.…”
Section: Introductionmentioning
confidence: 99%
“…Pakistan's retail and wholesale sector, which accounts for about 17% of GDP, is not indifferent to this global trend, particularly for high value commodities. Meanwhile, demand for quality fresh fruits is continuously growing (Badar et al, 2020) because of changes in urban lifestyle, education, increased disposable income per capita and modernisation of food retail outlets (Badar et al, 2019;Khan et al, 2018;Poerting, 2015). Following these trends, Pakistani fruit consumers have also shifted their marketing behaviours and consumption preferences.…”
Section: Introductionmentioning
confidence: 99%