VALUE CHAIN ANALYSIS OF MANGO – AN AGRIBUSINESS PERSPECTIVE
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Date
40628
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Abstract
The present study was conducted in Srinivaspur taluk and Bengaluru
city of Karnataka with the major objective of analysing the mango value
chain. The primary data for the study was collected from 162
respondents which included farmers (30), traders (10), wholesalers (10),
retailers (10), processors (2) and consumers (100). The secondary data
regarding area, production and productivity of mango was collected from
National Horticultural Board database. The analytical tools employed
included value chain analysis, conjoint analysis and descriptive
statistics. Only two varieties of mangoes (alphonso and totapuri) are used
for pulp and juice extraction because of aroma, TSS content and high per
cent of pulp content. The degree of value addition is more during pulp
extraction (105.70 %) and processing of mango into juice (424.43 %). Out
of the different attributes of value added product of mango, i.e., mango
juice, consumers preferred price as most important attribute followed by
quantity, brand and taste. Ninety per cent of the consumers purchased
both fresh as well as processed mango and they mainly purchased from
local retail shops. Majority (65.59 %) of them purchased branded mango
juice and they mainly consumed ‘Maaza’ and ‘Slice’ brands of mango
juice. Since there is scope for value addition and demand for value added
products of mango, the Government may take up initiatives for
strengthening of the mango value chain by establishing processing units
in the production belts as well as provide the required institutional
framework for domestic and export promotion of value added products of
mango.