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ISHS Acta Horticulturae 1244: XII International Mango Symposium

Estimating the impact of the National Mango Board's programs on the United States demand for mangos

Authors:   R.W. Ward, M. Michel, L. Ortega
Keywords:   mango, promotion, market penetration, market intensity, demand drivers, attributes return-on-investment
DOI:   10.17660/ActaHortic.2019.1244.29
Abstract:
Established in 2005, the National Mango Board (NMB) is an agricultural promotion program in the United States (US), whose mission is to increase consumption of fresh mangos through innovative promotion and research activities, while fostering a thriving industry. Since 2008, the NMB has an ongoing process for tracking and understanding the US demand for mangos. As of this writing, this data set now includes over 123,000 observations and more than 1,200 variables, and tracks information on demographics, attributes, attitudes, behavior, prices paid, and health of each household surveyed. Each month approximately 1,000 additional households are surveyed and added to the data set. An empirical understanding of a consumer's most and least important mango attributes is key information when developing effective marketing strategies and promotion programs. The data are evaluated and modeled to measure the estimated impact on market penetration (i.e., who buys mangos) and market intensity (how many mangos purchased per buying occasion per buyer), to better understand demand models, promotion awareness, demand drivers, mango attributes, and to develop more effective mango promotions each year. Using a scientific approach and statistical inferences, it is calculated that the NMB programs directly attributed to a market penetration average increase of 29.8%, and generated a return-on-investment (ROI) of 11.51 during the period of March 2008 to November 2015.

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