Unravelling Consumer Preferences and Segments: Implications for Pakistan's Mandarin Industry Development through Market Relocation

Rising food security and safety concerns in developing countries have highlighted the importance of establishing efficient and dependable food distribution systems, which necessitate a thorough understanding of consumers and their needs. Thus, this study unravels consumer segments, their preferences, and socio-economic composition so that stakeholders in Pakistan's mandarin (locally known as Kinnow) industry can improve their practices and supply consumers' desired quality. Primary data were collected through an intercept survey of 540 mandarin consumers in four major cities of Pakistan. Collected data were subjected to hierarchical cluster analysis, Mean ANOVA, and Post-Hoc tests for consumer segmentation and profiling. The study classified consumers into three groups: 'value seekers' (45.74%), 'Kinnow lovers' (26.85%), and 'perfectionists' (27.41%) related to their choice of various attributes of fresh mandarin fruits. The three segments significantly differed in their preferences for quality attributes, consumption and purchase preferences, and socio-economic composition. The study highlights the implications of understanding consumer preferences and market segmentation for private and public stakeholders in the mandarin industry. The existence of consumer segments with distinct quality preferences urges value chain actors to upgrade and align their practices with consumer requirements. The study findings provide insights for deciding relevant crop/cultivar mix with due consideration to geographically distinct consumer segments and land suitability. The findings may also be useful to relevant public-sector institutions in developing policies and programs for the development of the horticultural industries in Pakistan.