期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2021
卷号：3
期号：8
页码：361-373
DOI：10.35629/5252-0308210216
语种：English
出版社：IJAEM JOURNAL
摘要：Mango Marketing Mix analyses the brand/quality covering the 4Ps (Product, Price, Place, Promotion) and explains the Mango marketing strategy. There are several product strategies such as product/ service innovation, marketing investment, customer experience etc. which helped in enhancing the quality. To understand the consumer demand for mangoes and help mango fruit processors to compete more effectively in the increasingly competitive scenario, the conducted in South Gujarat. Primary data was collected using online survey of 135 sellers and consumers in South Gujarat. It was found that the demand for mangoes remains in high demand for domestic work during the mango season. The product is considered a delicacy and a special product to be offered on special occasions. The major factors affecting the purchase decision by consumers are the taste, quality, freshness and variety of mangoes.
