Northern Territory mangoes trade perception survey. Report prepared for DPIF by McGregor Marketing and Davy Quality Management Services.
21 tab., 2 app.
Technical Bulletin - Northern Territory, Department of Primary Industry and Fisheries : 53pp.
Abstract : The results are presented of a market research study conducted in November and December 1992 to determine the perceived quality differences of mango varieties and the perceived quality of Northern Territory mangoes within Australia. Telephone interviews were conducted with a total of 9 major supermarket buyers, 129 retailers and 23 wholesalers in Brisbane, Sydney and Melbourne. A combination of variety and grower is important in wholesalers', retailers' and major buyers' choice of supply. Region, in itself is not a significant factor. Given that the Kensington pride variety dominates the market such that other varieties face an almost insurmountable challenge, the avenue to pursue is to establish brand loyalty for the times when there is a choice of regional supply. Brands equate with consistent quality and that is what trade buyers are seeking. The surveys found Northern Territory mangoes to be inconsistent in terms of quality and presentation and that Queensland products were rated higher. There is a case for establishing two brands. Alternatively, poorer quality fruit could remain unbranded.