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This study identified similarities and differences in value preferences of consumers for Kinnows (mandarin) in Lahore, Faisalabad, Rawalpindi and Islamabad. The study sample comprised 540 consumers of Kinnows who were approached for data collection at various retail outlets in the selected cities. Using a questionnaire, consumers were interviewed face-to-face and data were gathered on consumption and purchase preferences and importance consumers attached to various search, experience, safety and marketing-related quality attributes in their purchase considerations. Descriptive statistics were employed to explore basic patterns in the preferences across the four cities. Mean ANOVA and Post-hoc Bonferroni tests helped reveal similarities and dissimilarities in consumption and purchase preferences of consumers. Results indicated statistically significant differences as well as similarities in consumption and purchase preferences for Kinnows in the selected cities. Consumers in Islamabad attached importance to all Kinnow quality attributes and appeared to be value seekers. Except few marketing, search and experience attributes, their preferences were found similar to those living in Rawalpindi. While consumers in Lahore and Faisalabad mostly resembled in their preferences and considered comparatively fewer quality attributes important. The study urged the Kinnow value chain actors to consider these similarities and differences in preparing and delivering their supplies in these cities. They also need to upgrade their practices for improving search, experience, safety and marketing-related quality attributes of Kinnows. Collaborative relationship and information sharing among them is also needed for improvements in quality attributes. Related public-sector institutions can facilitate them by providing support services needed to upgrade their value chain practices. [ABSTRACT FROM AUTHOR]

The study determined value preferences of consumers for fresh tomatoes in Karachi, Lahore and Faisalabad - the three major cities of Pakistan. The purpose of the study was to identify tomato quality attributes consumers considered important in their purchase decisions. To this end, a survey of 275 consumers of fresh tomatoes was conducted in the selected cities. Using convenient sampling technique, consumers were approached when they had finished buying vegetables at retail shops in different localities of the selected cities. For conducting face to face interviews, a questionnaire was developed from reviewing related studies and holding brief discussions with consumers. Data were captured on consumption and purchase preferences and consumer importance ratings on various quality attributes of tomatoes. Collected data were analysed using descriptive statistics, analysis of variance and post-hoc tests. Results revealed both similarities and dissimilarities in consumption and purchase preferences for fresh tomatoes in three cities. The study did not find statistically significant differences among consumers in their preferences for most of the experience, safety and marketing attributes. Consumers largely differed in their preferences for search attributes. The study suggests that tomato value chain participants should deliver their produce according to the requirements of their target markets. For delivering fresh, undamaged and unblemished tomatoes, they need to upgrade their production, harvesting and marketing practices and improve collaboration among them. The study also urges related public-sector institutions to consider consumer requirements in designing their support activities because profitability of stakeholders in tomato value chains particularly growers cannot be enhanced without meeting these requirements. [ABSTRACT FROM AUTHOR]

Potato is an important vegetable in terms of domestic consumption and production in Pakistan. Despite increase in area and production, the potato industry performance is not up to its optimum level due to numerous production and marketing constraints. Inadequate knowledge of consumer preferences is one of them. Therefore, this study determined consumer preferences for fresh potatoes by collecting data from Lahore and Faisalabad cities through a survey of 250 potato consumers belonging to different social strata. Collected data were analyzed using descriptive statistical techniques and factor analysis in SPSS. Findings revealed that majority of consumers liked potato in cooked form and as fries due to its taste and health benefits. Consumers differed in their potato consumption and purchase preferences. Five factors identified as marketing, aesthetic, experience, genetic and appearance influenced their purchase decisions. These findings can help in bridging the quality perception gap among value chain participants, policymakers and consumers in Pakistan. The study suggested that the value chain participants should upgrade their practices for delivering desired value to consumers. Policy makers and related public sector institutions should provide necessary support services to them for increasing their profitability as well as satisfaction of potato consumers in Pakistan. [ABSTRACT FROM AUTHOR]