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Segmenting consumers to inform agrifood value chain development in Nepal
Citation
Adhikari, RP and Collins, R and Sun, X, Segmenting consumers to inform agrifood value chain development in Nepal, International Food and Agribusiness Management Review, 15, (4) pp. 93-114. ISSN 1096-7508 (2012) [Refereed Article]
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Copyright Statement
Copyright 2012 International Food and Agribusiness Management Association (IFAMA). All rights reserved
Official URL: http://www.ifama.org/resources/Documents/Volume%20...
Abstract
The Nepalese government is piloting agricultural projects that are described as taking a value
chain approach to development. Although consumer value lies at the core of value chain management
principles, none of these projects adopts a consumer perspective. This is an example of
a more widespread gap in both the literature and practice as to how consumer perspectives can be
used in the development of agrifood value chains in developing countries. This paper addresses
this gap by surveying consumers of tomatoes in Nepal, segmenting them using cluster analysis
and demonstrating how consumer segmentation can provide strategic direction for value chain
development. The research identifies four distinct segments of tomato consumers in Kathmandu.
The high value consumer segment, which is also the largest segment, places most importance on
credence-based attributes that cannot be ensured unless a whole-chain effort is employed, indicating
that developing value chains would be necessary if this need is to be met, and that such
effort would pay off. An analysis of existing supply chains shows discrepancies between consumer
expectations and the delivery of value, suggesting improvement opportunities to develop
these chains.
Item Details
Item Type: | Refereed Article |
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Keywords: | value chain, consumer segmentation, agrifood, developing countries, Nepal |
Research Division: | Agricultural, Veterinary and Food Sciences |
Research Group: | Agriculture, land and farm management |
Research Field: | Farm management, rural management and agribusiness |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Management and productivity not elsewhere classified |
UTAS Author: | Adhikari, RP (Dr Rajendra Adhikari) |
ID Code: | 105466 |
Year Published: | 2012 |
Web of Science® Times Cited: | 12 |
Deposited By: | Tasmanian Institute of Agriculture |
Deposited On: | 2016-01-05 |
Last Modified: | 2018-05-04 |
Downloads: | 0 |
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