Segmenting Consumers to Inform Agrifood Value Chain Development in Nepal

Adhikari, Rajendra Prasad; Collins, Ray; Sun, Xiaochen

doi:10.22004/ag.econ.138321

Cited by 4 publications

(5 citation statements)

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“…VC participants, including the middlemen and transport logistics operators involved in distribution, should collaborate effectively to identify gaps between the value of consumers and those that are delivered (Forsman-Hugg et al, 2013) and should adapt integrated VC approach to deliver the values desired by consumers, particularly related to food-safety because chain participants who work independently remain unable to deliver both intrinsic and extrinsic quality attributes simultaneously (Adhikari et al, 2012). Based on revealed results, VC development can be stimulated by delivering value to identified consumers' cluster and by responding to their insights and preferences for fresh mangoes.…”

Section: Mango Consumer Segmentationmentioning

confidence: 99%

“…The core principle of VC business strategy considers consumers as the main driver of food VCs (Adhikari et al, 2012;Collins et al, 2016;Collins, 2009;Fearne, 2009), who guide all practices and activities operating in the chain by their preferences for food quality, safety and value (Zhllima et al, 2015;Badar et al, 2015;Piotrowich and Cuthberson, 2012;Fearne et al, 2012Aramyan et al, 2007Bonney et al, 2007). Consumers perceptions towards food quality and safety substantially impact the likelihood of consumers paying a premium price for fresh produce (Jones, 2015;G€ unden and Thomas, 2012;Grunert and Wills, 2007).…”

Section: Introductionmentioning

confidence: 99%

“…This underscores the need for these VC actors in the agrifood industry to understand not only the overall consumer value preferences, but also the market sub-groupings of these characteristics and preferences into consumer segments (Gao et al, 2010). Several scholars claimed that the consumer-oriented approach can inform the development of agri-food industries, especially in the developing countries (Macharia et al, 2013;Adhikari et al, 2012). Therefore, in principle, the development of the integrated VC should reflect the perspectives of consumers and should be driven by the value attributes of the product that are important to consumers.…”

Section: Introductionmentioning

confidence: 99%

“…The core principle of VC business strategy considers consumers as the main driver of food VCs (Adhikari et al. , 2012; Collins et al.…”

Section: Introductionmentioning

confidence: 99%

“…Several scholars claimed that the consumer-oriented approach can inform the development of agri-food industries, especially in the developing countries (Macharia et al. , 2013; Adhikari et al. , 2012).…”

Section: Introductionmentioning

confidence: 99%

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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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Section: Mango Consumer Segmentationmentioning

confidence: 99%