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Mango value preferences of consumers in Pakistan

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Mango Value Preferences of Consumers in Pakistan
Hammad Badar, Anoma Ariyawardana and Ray Collins
School of Agriculture and Food Sciences,
The University of Queensland, Brisbane, Australia

Key words: Mango, consumer value, consumer concerns, Pakistan, thematic content
analysis

Abstract
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.

INTRODUCTION
Mango is an important fruit grown and consumed in Pakistan. It holds a prominent
position in the economy due to its socio-economic contributions (Ghafoor et al., 2009;
Mohy-ud-Din and Badar, 2011). Pakistan stands among leading mango producing and
exporting countries of the world (Ghafoor et al., 2013) and its mangoes are famous for
their sweet taste, juiciness, nutrition and flavour around the world (Collins et al., 2006;
Rathore et al., 2007).
Over time, the planted area, production and exports of mangoes have significantly
increased yet the performance of the industry is far below world standards. A wide range
of production, postharvest and marketing inefficiencies are responsible for this
suboptimal performance (Collins and Iqbal, 2011; Akhtar et al., 2013). Alongside these
constraints there is growing realisation that value chains operating in the Pakistan mango
industry lack an understanding of consumer preferences and concerns related to mango
consumption. (SDPI, 2004; Ghafoor et al., 2009). Consequently, these chains fail to
deliver the value desired by consumers, which affects not only the profitability of value
chain actors but also results in overall sub-optimal performance of the mango industry
(Collins and Iqbal, 2011).

Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
1
 Globally, understanding consumer value preferences is considered essential for
achieving optimal performance of horticultural value chains, both from public and private
sector perspectives (Gao et al., 2011; Mora et al., 2011). It is now a widely held view that
private sector profitability and public policy effectiveness cannot be achieved without a
knowledge of consumer preferences and concerns (Poole et al., 2007). At the same time,
consumer consciousness of food quality, safety and hygiene issues is also increasing due
to changes in living standards caused by income growth, urbanisation and globalisation
(Akkerman et al., 2010; Trienekens et al., 2012).
Consumers in Pakistan are also experiencing similar change, however little is
known about what they value in horticultural products in general and mango in particular.
Therefore, this study was conducted to gain an insight into the mango value preferences
and concerns of consumers in Pakistan, so as to suggest measures for the improvement of
the Pakistan mango industry.

METHODOLOGY
The study was based on qualitative data collected through five focus group
discussions (FGDs) held in Faisalabad city with consumers belonging to different social
strata. In total 40 consumers participated in these focus group discussions. The first group
comprised of eight mango consumers from the social network (professional colleagues
and peers from academia) of the researcher. These participants possessed higher
education and belonged to medium and high income groups. The discussions with this
academic group not only provided informed input on consumer preferences and concerns
but also helped to recruit participants for the following focus groups (Table 1).
The second focus group was a low income group (less than PKR 20,000 per
month) comprised of seven mango consumers. The third focus group was conducted with
eight male mango consumers who belonged to the middle income group (PKR 20,000 to
50,000 per month). The fourth focus group also comprised of eight male consumers from
a high income group (more than PKR 50,000 per month). Since in Pakistan due to societal
norms and culture it is difficult to hold focus group with males and female together, the
fifth group specifically comprised of nine female participants representing different
income groups (Table 1).
All five FGDs were held with the help of the same topic guide which was prepared
from scanning relevant literature and discussions with colleagues and friends. Ethical
clearance relating to these topic guides was acquired from The University of Queensland,
Australia. These discussions were held in Urdu (national language of Pakistan) so that
consumers could freely express their opinions and experiences. The researcher acted as a
moderator and facilitated the discussions. After seeking prior consent, all discussions
were recorded by digital voice recorder. On average, these discussions lasted around one
hour and were conducted during the month of July, 2012.
Thematic content analysis was performed using qualitative software NVivo 10 to
extract major themes from the qualitative data generated from focus group discussions.
For this purpose, audio recorded data were translated and transcribed verbatim. Later on,
this data was coded in the software at major nodes and child nodes which led to the
extraction of three major themes.

Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
2
RESULTS AND DISCUSSION
Thematic content analysis revealed three major themes in the consumer focus
group discussions (FGDs). These themes, as explained below, included consumption
preferences, buying preferences and consumers’ concerns, and were based on further sub-
themes presented in Figure 1.

Mango consumption preferences

The first theme of FGDs was the consumption preferences of mango consumers.
Under this theme, consumers expressed their liking of mangoes, preferred consumption
forms and varietal preference. These sub-themes are explained below.
FGDs clearly revealed the popularity of mangoes across all sections of society.
Participants in all focus groups expressed their strong liking for mango by describing it in
terms such as “the king of fruits” and “favourite of all”. Consumers loved to consume
mangoes mainly due to their taste, which they described as ‘delicious’, ‘special’,
‘matchless’ and ‘enjoyable’. Other reasons stated for liking mangoes included health
benefits, seasonal span and the socio-cultural importance of the mango. Consumers liked
to consume mangoes for health benefits because they considered it a good source of
energy and nutrition. Low income participants considered this factor more important due
to their inability to buy other high priced fruits. The long mango seasonal span was
mentioned as a contributor to its liking as consumers can purchase mangoes for more than
five months from the end of May to October. The socio-cultural importance of mangoes
was highlighted as promoting its liking. According to participants, the mango season
provides an opportunity of get together with friends by holding mango parties, especially
among middle and high income groups in Pakistan. Although none of the participants
disliked mangoes, a very few particularly from middle and high income groups reported
their relatively lesser mango intake out of fear of causing diabetic problems.
The participants in all focus groups described mango as a ‘multipurpose fruit’ that
can be consumed both in fresh and processed forms such as milkshakes, pickles, ice-
creams, jams and squashes. However, consumption of fresh mangoes was regarded as the
most preferred form mainly due to direct enjoyment of the mango taste and ease of
consumption. Among processed forms, consumers mainly liked milkshakes and pickles.
In Pakistan, a number of mango varieties such as Chaunsa, Anwar Ratol, Dusehri,
Sindhri and Malda are grown and consumed. However, the preference for Chaunsa
variety was the highest in all FGDs. Participants described it ‘the best’ and ‘the tastiest’
due to its taste, aroma and easy availability. The statement of a participant in FGD 5
reflects this as, “Chaunsa has special aroma and if you place it in the car, its aroma will
be felt all around in the car.” Anwar Ratol ranked the second most preferred mango
variety due to its special taste and unique aroma. Its liking was higher in high income and
academic groups. In the low income focus group, its preference was low mainly due to its
higher price.
Besides these two varieties, participants also liked Sindhri and Dusehri varieties.
Sindhri was mainly liked due to its large size and relatively low price. Mostly low and
medium income groups expressed their liking for this variety. Dusehri variety was
regarded as the best for direct consumption because it is relatively smaller in size. Some
older participants also expressed their liking for an old variety, Langra, due to its sweet
and sour taste.

Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
3
Mango buying preferences
The second theme centred on mango buying preference and three sub-themes were
identified: mango quality attributes, willingness to pay and retailer preferences.
Everyone in the focus groups desired to buy good quality mangoes, yet the
perception of a good quality mango in terms of its defining attributes varied widely
among participants. The focus participants discussed different attributes which they
considered important in buying mangoes. In all FGDs, most of the participants considered
price, freshness, sweet taste, undamaged and unblemished skin as the most important
attributes in buying mangoes. Some other attributes were also pointed out as important
but these varied in different focus groups.
The low income group considered mango cleanliness, retailer cleanliness and
chemical free ripening of mangoes important. This may be attributed to inability of low
income consumers to buy good quality mangoes from good retailers. As a result, they had
to buy mangoes which were often of low quality and damaged mainly due to excessive
application of Calcium carbide (a ripening chemical). The middle income group placed
more emphasis on variety, size and absence of fibres. A few participants in this group also
highlighted the importance of certified modern retailers. The high income group liked to
buy properly ripened and juicy mangoes. They were of the view that a good quality
mango should be healthy and should neither be over nor under-ripened. The female focus
group considered variety, appearance, juiciness and information provision by retailers
important. The academic group considered colour, aroma and firmness to be important.
The participants desired to consume good quality mangoes and for that they
expressed their willingness to pay extra. The low income group was ready to pay an extra
PKR 5-10 per kg. The medium income group, female group and academic group
indicated their willingness to pay PKR 10-20 per kg more. The higher income participants
were even ready to pay an extra PKR 20 per kg if mangoes of their desired quality were
available. It was a widely held view in all FGDs that it would be worthwhile to buy less
quantity at a slightly higher price than to buy cheap low quality mangoes.
Participants also described their preferences for retail outlets. According to
participants, mangoes of all varieties and quality types were available in the season at
traditional marketplaces such as street vendors, roadside temporary and permanent
shops/stallholders as well as modern superstores and supermarket. However, as stated by
a participant, “Cart (Rehri) culture is more prevalent in Pakistan.” Across all FGDs,
most of the participants preferred to buy mangoes at traditional retail outlets, particularly
roadside stall or cart holders, due to their good price, quality, relationships and convenient
location. Some participants from the middle and high income focus groups indicated
preference for modern retailers such as modern stores and supermarkets for buying
mangoes. The major reasons cited for this preference included good quality, convenience,
fixed price and freedom to choose fruit. Those who did not prefer modern stores cited
high prices, low quality and distant location as the major reasons.

Consumers’ concerns
Consumers expressed their concerns about mango prices, availability of safe
mangoes, retailer practices and government regulations, as a result of which they do not
get the value they desire in mangoes. These concerns are described below.
The major consumer concern related to mango prices. According to focus group
participants, mango prices had considerably increased in the last few years which had
Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
4
curtailed their mango consumption. Low and medium income participants particularly
attributed their lower mango consumption to higher mango prices. As stated by a female
participant, “The poor cannot afford it. Even the middle class people who can afford it,
they too consume it by buying less.” Higher mango prices also impacted consumption of
mango pickles, which is widely consumed with meals in Pakistan. The females in
Pakistan mostly prefer to prepare mango pickle themselves at home, however high mango
prices have made this very costly.
Non-availability of safely ripened mangoes was highlighted as a serious consumer
concern in all FGDs. Participants complained that mangoes available in the market were
artificially ripened using a chemical called Calcium carbide (locally termed masala). It
has been reported that Calcium carbide, which is otherwise used in making fertilisers, in
steelmaking, and to produce acetylene gas, is carcinogenic in its effect and very harmful
to human health (Per et al., 2007; Hossain et al., 2008). Per et al. (2007) warn that
Calcium carbide should not be used for fruit and vegetable ripening because traces of the
chemical can be fatal if consumed.
According to a participant in the low income focus group, “Now all mangoes
supplied in the market are ripened with chemicals. Naturally ripened mangoes are not
available in the market.” Most of the participants believed that consumption of mangoes
ripened with chemicals might cause health problems such as sickness, indigestion, sore
throat and allergies. Due to these problems, they described these mangoes as ‘harmful’,
‘not good’, ‘injurious’, ‘dangerous’, and ‘problematic’ for their health. The low income
participants were particularly more concerned because they were compelled to buy low
quality mangoes due to their financial constraints. In addition, these mangoes are often
damaged and rotten due to improper use of Calcium carbide.
Most of the participants were unhappy with mango retailers due to malpractices
such as high profit margins, topping and quality mixing. The participants complained that
retailers earned unduly high profit margins by setting high prices which are inconsistent
with the quality they deliver. A low income focus group participant commented on this,
“They take price of good quality but give poor quality fruit.” In addition to high profit
margins, the participants blamed retailers for the unfair trading practices of topping and
quality mixing. Topping refers to placement of good quality fruit on top of a display and
low quality fruit underneath to attract customers. A participant in the academic group
highlighting this concern stated, “In the mango chain, topping practice is not being
corrected. They [retailers] place good quality big mangoes on top and small
underneath... I bought mangoes from wet market in which two top layers were good and
bottom layers were poor quality.” During packing, retailers mostly try to mix low quality
or damaged fruit along with good quality fruit. The participants stated that the mangoes
retailers put into shopping bags would mostly be of lower quality.
The role of government in safeguarding consumer interests was highly criticised in
all focus group discussions. Participants held ineffective government institutional and
regulatory measures responsible for high mango prices, along with the use of Calcium
carbide and retailer malpractices. It was a general consensus that government laws and
institutional arrangements existed but their lack of enforcement was the major concern.
Taking undue advantage of this situation, value chain actors, particularly retailers,
exploited consumers through their malpractices. A middle income group participant
highlighted this as, “Definitely, these [government] institutions do exist but do not
perform the way these institutions should. The traders bring fruit without being checked
at any time...There is not any check and balance due to which traders get undue benefit.”
Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
5
 Participants in all focus groups strongly urged the government to take more care
and safeguard consumer interests, not only by ensuring proper enforcement of existing
rules and regulations, but also by framing new laws.

CONCLUSION
In Pakistan, mango is a popular fruit widely consumed in fresh as well processed
forms. When buying mangoes, consumers not only consider price, freshness, lack of
damage and blemish, and sweet taste, but also consider safety and marketing related
attributes. This shows a transformation in the behaviour of consumers who try to seek
value for money. As in other countries, consumer sensitivity to these attributes is
expected to increase in the future, driven by rising incomes and health consciousness
(SDPI, 2004; Prowse and Moyer-Lee, 2013). Given this changing scenario, value chain
actors, particularly growers, should improve quality attributes of their mangoes by
aligning their practices with specific consumer needs (Gunden and Thomas, 2012).
Extension departments should guide growers and handlers on how to ensure safely
ripened, undamaged and fresh mangoes in the markets.
Non-availability of safely ripened mangoes indicates insensitivity of chains
members towards consumer needs. This requires the immediate attention of public sector
stakeholders to ensure the role of legislative and regulatory measures in supplying safe
good quality mangoes to consumers. Researchers should develop alternative cheaper and
safe methods for mango ripening and the government should, as suggested by Kennedy et
al. (2008), facilitate and ensure adoption of these methods by value chain participants, so
that consumers can buy mangoes that are safe to eat.
The retailing practices such as high prices, topping of cartons of poor quality fruit
with better quality fruit and quality mixing indicates lack of grading culture in fruit
retailing in Pakistan. Such problems could be overcome through the development of
grades and standards enforced through national or local regulation. The training of
retailers, particularly traditional retailers, on how to ensure consumers get clean safe and
well graded fruit is essential. Traditional retailers should upgrade their practices so that
they can retain their customers and compete with modern stores (Chamhuri and Batt,
2013). Similar to other developing countries, consumer preferences for new retail formats
is gradually increasing in Pakistan (Aman and Hopkinson, 2010), however apprehensions
remain about the quality and prices of fruits sold in modern stores and supermarkets. To
attract consumers, these retailers should address these apprehensions through quality
improvement practices and more competitive pricing.

ACKNOWLEDGEMENTS
The authors acknowledge the financial support of the School of Agriculture and Food
Sciences, The University of Queensland, Australia and the Australian Centre for
International Agriculture Research (ACIAR) in conducting this study.

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Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
7
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Tables

Table 1: Socio-economic profile of focus group participants

FG 1 FG 2 FG 3 FG 4 FG 5 Total
Variable Category
(n=8) (n=7) (n=8) (n=8) (n=9) (n=40)
Age Up to 30 - 14.2 0 - 11.1 5.0
(Years) 31-40 75.0 28.6 87.5 - 11.1 40.0
41-50 12.5 28.6 12.5 - 33.3 17.5
51-60 - 28.6 - 50.0 33.4 22.5
Above 60 12.5 - - 50.0 11.1 15.0
Family 1-2 25.0 - - - 11.2 7.5
size (No) 3-4 25.0 28.6 25.0 - 22.2 20.0
5-6 50.0 28.6 37.5 62.5 33.3 42.5
Above 6 - 42.8 37.5 37.5 33.3 30.0
Education No education - - - - 22.2 5.0
Primary1 - 28.6 - - 44.5 15.0
2
Secondary - 28.6 12.5 - 11.1 10.0
Intermediate3 - 14.2 - 12.5 0 5.0
Graduate - 28.6 62.5 37.5 11.1 30.0
Post-graduate 100 - 25.0 50.0 11.1 35.0
Family < 1,0000 - 14.3 - - 22.2 7.5
income 10001-20000 - 85.7 - - 22.2 20.0
(PKR4/ 20001-30000 - - 12.5 - - 2.5
Month) 30001-40000 - - 50.0 - 22.2 15.0
40001-50000 50.0 - 37.5 12.5 - 20.0
> 50000 50.0 - - 87.5 33.4 35.0
Note: 1Grade 5, 2Grade 10, 3Grade 12, 4Pakistani Rupee (1 USD = 100 PKR)

Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
8
 Figures

Theme one: • Sub-theme 1: Consumer liking of mangoes

• Sub-theme 2: Preferred consumption forms
Consumption Preferences • Sub-theme 3: Varietal preference

Theme two: • Sub-theme 1: Mango quality attributes

• Sub-theme 2: Willingness to pay
Buying Preferences • Sub-theme 3: Market place preferences

• Sub-theme 1: Mango prices

Theme three: • Sub-theme 2: Availability of safe mangoes
Consumers' Concerns • Sub-theme 3: Retailer practices
• Sub-theme 4: Government regulations

Figure 1: Themes and sub-themes of focus group discussions

Badar, H., Ariyawardana, A. and Collins, R. (2016). Mango value preferences of consumers in Pakistan.
Acta Hortic. 1120, 439-446
Available online at http://www.actahort.org/books/1120/1120_68.htm
9

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