R. Ward, M. Peele, L. Ortega
The National Mango Board’s (NMB) mission is to increase the demand of fresh mangos in the United States by conducting promotion, market and production research. Demand is a reflection of consumers’ preferences and state of knowledge about a product. Some demand drivers are ingrained in consumers’ decision-making processes while others may be more readily changed. To determine scientifically what drives the demand for mangos, potential drivers must be identified and data about household shopping behavior must be accessible. Demand of mangos changes through attracting new consumers to the market (market penetration) and by increasing the amount purchased (market intensity) when a buying decision is made. Statistically almost all of the impact has been on market penetration and very little on market intensity. Since there are nearly 120 million U.S. households, a small gain in market penetration can have a large impact on the total mango demand. Ethnicity is a major demand driver. White non-Hispanics account for nearly 66% of the population and are the least likely group to buy mangos. Given the large white non-Hispanic population and their low levels of consumption, this group is where the most potential for growth in demand lies. Data shows ripeness and quality are the major attributes consumers are concerned when purchasing mangos.
Ward, R., Peele, M. and Ortega, L. (2015). NATIONAL MANGO BOARD'S CONSUMER RESEARCH . Acta Hortic. 1075, 51-56
DOI: 10.17660/ActaHortic.2015.1075.4
consumer research, fresh mangos, demand, market penetration, market intensity, consumption

Acta Horticulturae