Understanding the hearts and minds of Chinese mango buyers

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Author
Primary Supervisor
Antony Selvanathan
Other Supervisors
Wei Shao
Leong Liew
Year published
2012
Metadata
Show full item recordAbstract
The Asia–Pacific region is a major producer of tropical fruits and research indicates this
trend will continue (FAO 2012). According to FAO estimates the production of mangoes in particular is predicted for growth and is increasingly demand by emerging markets such as China. China’s emergence as one of the largest consumer markets is therefore of significant interest to firms involved in international agri‐business.
The growth and success of imported mangoes in China is predicated upon understanding Chinese consumers’ purchasing behaviours. The literature covering consumer purchasing of mangoes in China is scant. At the ...
View more >The Asia–Pacific region is a major producer of tropical fruits and research indicates this trend will continue (FAO 2012). According to FAO estimates the production of mangoes in particular is predicted for growth and is increasingly demand by emerging markets such as China. China’s emergence as one of the largest consumer markets is therefore of significant interest to firms involved in international agri‐business. The growth and success of imported mangoes in China is predicated upon understanding Chinese consumers’ purchasing behaviours. The literature covering consumer purchasing of mangoes in China is scant. At the time of writing this thesis no quantitative studies identifying the influence of socio‐demographics and buyers’ attitudes on purchase frequency of mangoes in China have been published. However, there is a need for consumer research conducted in‐market in China. First, agri‐food exporters have invested enormously to understand consumer purchasing behaviours. Second, academic and practitioner research has found empirical support for the profiling of consumers in value chain analysis studies, but yet there has been limited published research to date profiling the mainland Chinese mango buyer. Finally, international marketing researchers are seeking to understand dynamic and challenging markets such as China, to compare the effectiveness of contemporary forms with traditional forms of marketing research, and to explore new strategies of market entry.
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View more >The Asia–Pacific region is a major producer of tropical fruits and research indicates this trend will continue (FAO 2012). According to FAO estimates the production of mangoes in particular is predicted for growth and is increasingly demand by emerging markets such as China. China’s emergence as one of the largest consumer markets is therefore of significant interest to firms involved in international agri‐business. The growth and success of imported mangoes in China is predicated upon understanding Chinese consumers’ purchasing behaviours. The literature covering consumer purchasing of mangoes in China is scant. At the time of writing this thesis no quantitative studies identifying the influence of socio‐demographics and buyers’ attitudes on purchase frequency of mangoes in China have been published. However, there is a need for consumer research conducted in‐market in China. First, agri‐food exporters have invested enormously to understand consumer purchasing behaviours. Second, academic and practitioner research has found empirical support for the profiling of consumers in value chain analysis studies, but yet there has been limited published research to date profiling the mainland Chinese mango buyer. Finally, international marketing researchers are seeking to understand dynamic and challenging markets such as China, to compare the effectiveness of contemporary forms with traditional forms of marketing research, and to explore new strategies of market entry.
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Thesis Type
Thesis (PhD Doctorate)
Degree Program
Doctor of Philosophy (PhD)
School
Griffith Business School
Item Access Status
Public
Subject
Mango marketing
Mango buyers
Mango export market
Mango industry