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Potato is an important vegetable in terms of domestic consumption and production in Pakistan. Despite increase in area and
production, the potato industry performance is not up to its optimum level due to numerous production and marketing
constraints. Inadequate knowledge of consumer preferences is one of them. Therefore, this study determined consumer
preferences for fresh potatoes by collecting data from Lahore and Faisalabad cities through a survey of 250 potato consumers
belonging to different social strata. Collected data were analyzed using descriptive statistical techniques and factor analysis in
SPSS. Findings revealed that majority of consumers liked potato in cooked form and as fries due to its taste and health benefits.
Consumers differed in their potato consumption and purchase preferences. Five factors identified as marketing, aesthetic,
experience, genetic and appearance influenced their purchase decisions. These findings can help in bridging the quality
perception gap among value chain participants, policymakers and consumers in Pakistan. The study suggested that the value
chain participants should upgrade their practices for delivering desired value to consumers. Policy makers and related public
sector institutions should provide necessary support services to them for increasing their profitability as well as satisfaction of
potato consumers in Pakistan.
Hammad Badar, Zaryab Mohsin, Khalid Mushtaq, Burhan Ahmad, Mubashir Mehdi, Abdullah, Azhar Rasool. (2020) AN ASSESSMENT OF CONSUMER PREFERENCES FOR FRESH POTATOES IN PUNJAB, PAKISTAN, Pakistan Journal of Agricultural Sciences, Volume 57, Issue 3.
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