Marketability of indian mango (Mangifera indica) chips

Abstract

Chips are often criticized for their high sodium and sugar content. However, reducing sugar and sodium to under 250 mg per serving could create healthier options that still appeal to health-conscious consumers. This study aimed to determine the Marketability of Indian mango (Mangifera indica) Chips when marketed as a healthy snack in terms of packaging, product, promotion, price, place, people, process, appearance, flavor, texture and overall marketability when grouped according to age, sex, and place of origin. The primary goal in marketing Indian mango (Mangifera indica) chips was to offer a distinct product enjoyed by all ages, leveraging the health benefits of mango, identifying the target audience, differentiating the product, designing packaging, strategizing promotions and advertising, and collecting feedback for ongoing enhancement. The study surveyed 60 respondents from a private Higher Education Institution through random sampling. The descriptive and quantitative research examined consumer preferences, behaviors, and buying trends for marketing strategies and innovations, categorizing respondents by age and gender to evaluate the product's marketing and sensory appeal. Fifty-one females and nine males participated, with eleven aged 19 and below, twenty-seven aged 20-22, and twelve over 23; thirty-two from urban areas and eighteen from rural areas. Results indicate overall strong agreement across demographics for the marketability of Indian Mango (Mangifera indica) chips, with positive perceptions from all groups. In conclusion, the respondents acknowledged the marketability of the Indian mango (Mangifera indica) chips regardless of the differences of sex, age, and place of origin. The demographic insights provide a foundation for targeted marketing strategies aimed at engaging specific consumer segments effectively.