Consumer Preferences Towards Differentiation of Tomatoes – Empirical Evidence from Pakistan

Abstract

<p>Tomatoes are the most commonly grown and consumed vegetable in Pakistan. Tomatoes are consumed in different ways; however, producers and processors have not been provided with key information of consumers’ preferences and opportunities for differentiation. New trends show the demand for tomatoes has changed over the past three decades. This change in demand resulted in an exponential increase in consumer preferences towards high-quality and differentiated products. Consequently, tomato consumers in Pakistan value information and are increasingly interested in understanding what they are consuming and where the products are coming from. Therefore, tomato growers and marketers have the potential to develop branded and differentiated tomatoes by providing consumers high-quality fresh tomatoes based on more information about their origin, variety, quality, nutritional attributes and to present them more attractively. In this scenario, the vegetable industry in Pakistan needs to study consumer behaviour and preferences to assess the potential for differentiated and branded tomatoes.</p>