An Assessment Of Consumer Preferences For Fresh Potatoes In Punjab, Pakistan. | [Pakistan Journal of Agricultural Sciences • 2020]

Author(s):

1. Hammad Badar: Institute of Business Management Sciences, University of Agriculture,Faisalabad,

2. Zaryab Mohsin: Institute of Business Management Sciences, University of Agriculture,Faisalabad,

3. Khalid Mushtaq: Institute of Business Management Sciences, University of Agriculture,Faisalabad,

4. Burhan Ahmad: Institute of Business Management Sciences, University of Agriculture,Faisalabad,

5. Mubashir Mehdi: Institute of Business Management Sciences, University of Agriculture,Faisalabad,

6. Abdullah: The PIDE School of Public Policy, Pakistan Institute of Development Economics,Islamabad,

7. Azhar Rasool: Institute of Business Management Sciences, University of Agriculture,Faisalabad,

Abstract:

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.

Page(s): 773-778

DOI: 10.21162/PAKJAS/20.9820

Published: Journal: Pakistan Journal of Agricultural Sciences, Volume: 57, Issue: 3, Year: 2020

Keywords:

factor analysis , potato value chain , quality attributes

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