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The purpose of this research is to segment Pakistani consumers based on their insights and preference towards mango quality and safety attributes and to demographically characterise each segment so that effective value chain (VC) development strategies may be developed.

Factor and cluster analysis were applied to data collected from 400 mango buyers randomly selected from seven different cities in Pakistan.

This empirical study identified four distinct segments of mango consumers in Pakistan. The diversity of consumers' perception was mainly based on four factors: food safety, price and marketing, physical quality and shelf life. Based on their demographic characteristics and preferences for product attributes, the identified consumer segments can be classified as “traditional consumers,” “safety-conscious consumers,” price and market-sensitive consumers,” quality-sensitive consumers” and “perfect consumers.” This knowledge is useful to develop mango VCs that target specific consumer segments based on their chain level abilities and aspirations.

This study offers actors of mango VCs an enhanced understanding of consumer segments based on their perceived preferences towards the quality and safety attributes of mangoes, which would help VC actors design and develop business strategies that deliver value specific to each consumer segments. Findings of this study could also be useful to policy makers to design extension strategies that promote food safety and quality standards in mango VCs. Moreover, this study presents yet another case of consumer segmentation study for VC development in developing countries, adding a stepping stone towards a general VC theory development.

The findings stimulate the momentum of the growing literature, particularly in the developing countries on consumer insights and behaviour toward fruit quality and safety attributes of mangoes.