International Journal of Agriculture Extension and Social Development

author(s)
Srinatha TN, Pramod Kumar, Pooja Rajendra Dhange and Aravinda BJ

abstract
Mango is one of the most delicious fruits in India and also India is the largest producer of mango in the World. Moreover, Indians are fond of consuming mango fruits and juice especially during summer season. Since the mangoes are grown under various climate regions and its distribution also vary from tropical regions to sub-tropical regions. The marketing of mango fruits and its prices are fluctuating from high to low during the production season. Consumers ascribed value to its taste, health benefits, seasonal span and socio-cultural importance. Bu keeping the above in view a study was carried out to assess the consumer preference and marketing strategies in mango varieties in two different locations. Banaganapalli was the most preferred variety which was confirmed by the consumers’ response. Wholesalers and retailers take decisions based on important factors related to mango varieties viz., price, consumer preference and keeping quality. Quality attributes of mangoes like colour, aroma, taste, size and shape were ranked by wholesalers and retailers in both the markets. Taste of the fruits was ranked as first by, while colour and shape of fruit were ranked second and third, size of the fruit in fourth rank and surprisingly, aroma was ranked in fifth place by wholesalers, retailers and consumers. Hence for marketing of mango taste including colour and shape are the deciding qualities to fetch more price in the market. Farmers can choose suitable mango varieties having good taste and colour and shape for cultivation in future.