Understanding the importance of fresh mango quality attributes from the perspective of Indonesian domestic consumers

Abstract

The domestic market is the primary market of the Indonesian locally produced mango. There is a positive transition in the economy in this market, highlighting the increase of healthy lifestyles and changes in fresh agri-food product preferences, including fresh mango. Understanding how consumers in this community have a variation in preferences is essential to formulate the strategy to improve the performance of the Indonesian mango value chain. This study aims to identify quality attributes of fresh mango considered important by Indonesian domestic consumers. An online consumer survey involving 435 consumers was conducted in February 2021 in Jakarta, the biggest city in Indonesia. Based on the hierarchical cluster analysis, consumers are divided into four clusters based on their perception of the importance of mango quality attributes. The results highlight the differences between four clusters of respondents in giving importance to intrinsic and extrinsic mango quality attributes, where three out of four clusters concern with quality attributes importance. The differences in respondent characteristics in each cluster can represent how different consumers give importance to a mango quality attribute. It can be valuable information to improve mango value chain performance by understanding that most consumers are concerned about mango quality attributes' importance.