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The study determined value preferences of consumers for fresh tomatoes in Karachi, Lahore and Faisalabad – the three major
cities of Pakistan. The purpose of the study was to identify tomato quality attributes consumers considered important in their
purchase decisions. To this end, a survey of 275 consumers of fresh tomatoes was conducted in the selected cities. Using
convenient sampling technique, consumers were approached when they had finished buying vegetables at retail shops in
different localities of the selected cities. For conducting face to face interviews, a questionnaire was developed from reviewing
related studies and holding brief discussions with consumers. Data were captured on consumption and purchase preferences
and consumer importance ratings on various quality attributes of tomatoes. Collected data were analysed using descriptive
statistics, analysis of variance and post-hoc tests. Results revealed both similarities and dissimilarities in consumption and
purchase preferences for fresh tomatoes in three cities. The study did not find statistically significant differences among
consumers in their preferences for most of the experience, safety and marketing attributes. Consumers largely differed in their
preferences for search attributes. The study suggests that tomato value chain participants should deliver their produce according
to the requirements of their target markets. For delivering fresh, undamaged and unblemished tomatoes, they need to upgrade
their production, harvesting and marketing practices and improve collaboration among them. The study also urges related
public-sector institutions to consider consumer requirements in designing their support activities because profitability of
stakeholders in tomato value chains particularly growers cannot be enhanced without meeting these requirements.
Hammad Badar, Muhammad Ashfaq, Arfa Jawaid. (2021) CONSUMER VALUE PREFERENCES FOR FRESH TOMATOES IN MAJOR CITIES OF PAKISTAN, Pakistan Journal of Agricultural Sciences, Volume 58, Issue 1.
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