Measurement of quality attributes of mango for export: a conjoint analysis approach.
Reddy D. M. G., Gowda M. V. S., Achoth L., Reddy M. V. S.
Author Affiliation: Department of Agricultural Economics, University of Agricultural Sciences, GKVK, Bangalore-560 065, India.
Tropical Agricultural Research 9 : 118-125
Abstract : Conjoint analysis, a recent technique widely used in marketing research, was used to determine the relative importance of quality attributes of mango fruits for export. The primary data for the study were collected from 10 exporters in Bangalore City, Karnataka, India, in July 1996. Cultivar was the most important factor, followed by price, colour, flavour and shape. Alphonso was the preferred cultivar of the 3 cultivars studied, followed by Baneshan and Totapuri.