A Study on Marketing Strategies Employed by Mango Farming Businesses: Navigating the Juicy Path to Success

Abstract

Mango Marketing Mix describes the Mango marketing strategy and examines the brand and quality using the 4Ps (Product, Price, Place, and Promotion). Numerous product strategies, including customer experience, marketing investment, and product/service innovation, have contributed to improving the quality. The study, which was carried out in South Gujarat, aimed to comprehend the demand for mangoes among consumers and assist mango fruit processors in becoming more competitive in the increasingly competitive market. An online survey comprising 1200 sellers of Chittoor was used to gather primary data. It was discovered that during the mango season, there is still a significant demand for mangoes for household tasks. The product is regarded as a specialty that should only be served on exceptional occasions and is a delicacy. The taste, quality, freshness, and variety of mangoes are the main determinants of a consumer's purchase decision.