ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari – 396 450, India.
In order to understand the consumer demand for mango pulp and to help the mango pulp processors compete more effectively in an increasingly competitive landscape, the present study was undertaken in three districts of South Gujarat. Primary data was collected using personal interview of 150 consumers and 45 retailers. It was found that the mango pulp has demand throughout the year. The product is considered a delicacy and a specialty product offered on special occasions. The preference was found to be very dispersed as it depends upon the availability of the brands at the retail store. Major factors affecting the purchase decision by the consumers are taste, quality and mango variety of mango pulp.
Brands, Consumer behavior, Preference
