Consumer Value Preferences: A Case of Dates in Pakistan

This research endeavors to enhance our comprehension of the contemporary value chain associated with dates in the domestic market, while concurrently adapting to the fluctuating dynamics of the marketplace. A paramount emphasis is placed on orchestrating an optimal performance of the dates value chain by integrating all actors involved, focusing on aligning strategies with consumer value preferences. Five distinct focus discussions were conducted across varying socio-economic strata in Karachi to achieve this. Thematic content analysis, a rigorous qualitative research method, was employed to extract meaningful insights from the discussions. Findings showed that dates were a multi-value popular fruit consumed in a variety of forms but the fresh form is mostly utilized form. Consumers ascribed value to its strong religious affiliation, socio-cultural significance, taste, energy, health benefits, functional food, packaging and availability. The main attributes consumers considered in buying dates were clean dates, flavor/taste, packaging, origin, freshness, price, size, brand, and freedom from damage. Consumers expressed concerns about high dates fluctuating prices, trust for safe dates retailer practices, inefficient government regulations, poor marketing systems, and lack of awareness. These findings highlighted that businesses in date value chains did not pay adequate attention to consumer requirements nor had their concerns been responded to. To face competitive value chain potential, consumers highlighted lack of value addition, ineffective labelling, strong local brand sustainable presence to gain consumer confidence. To face market competition there is strong scope of branding, packaging and value addition which consumers are adapting at fast pace have also been reported. Consequently, it will affect the profitability of value chain participants as consumers are evolving with experience and higher living standards. The study also suggested that the government should ensure that consumer concerns such as those relating to food safety are adequately addressed by relevant institutions and organizations. This research not only sheds light on the intricacies of the current market dynamics but also provides strategic insights for stakeholders to optimize the value chain in a manner that resonates with the preferences of consumers across different socio-economic strata in Karachi.