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Table 2. Area, production and productivity of Mangoes in India during 2001-02 and 2010-11
Table 3. Triennium Area, production and productivity of Mango in major states in India by the end of
2010-11
State Area Production Productivity
Uttar Pradesh 271.62 2525.72 13.11
Andhra Pradesh 456.07 3314.58 7.37
Karnataka 152.22 1585.72 10.37
Bihar 145.70 1220.20 8.38
Gujarat 122.44 689.29 5.55
Tamil Nadu 143.19 760.48 5.29
Orissa 177.32 556.40 3.12
West Bengal 87.88 582.36 6.62
Jharkhand 28.62 257.92 10.24
Kerala 67.55 399.81 5.93
Source: Indian Horticulture Database-2012
Maharashtra 189.30 546.93 1.17
Others 463.80 827.11 1.98
Total 2306.03 14321.61 6.21
the firm which form the value chain for that organization It can be formulated as:
and have the potential of a sustainable competitive
advantage for a company. n mi
Conjoint Analysis V X ij ij
Conjoint measurement seeks to quantify and i1 j 1
predict the consumers overall judgment (e.g. quality
evaluation) on the basis of these underlying products Where,
attributes. It starts with the consumers overall judgment Y- The consumers overall evaluation of the
about a set of product alternatives (i.e. combinations of product alternative. Vij- is the part-worth associated with
attribute levels) and breaks the overall judgments down level j (j=1,2..,mi) of attribute I (i=1,2,,n),
into the contribution of each attribute levels. The Xij is a dummy variable representing the presence
contribution of the overall judgment is called part- (=1) or absence (=0) of the jth level of the ith attribute.
worths.
A conjoint measurement produces part worth
functions of the attributes (i.e. the set of values Vij for declining productivity, which has shown a decline in
the levels of each attribute i), which are directly yields by 0.7 per cent per annum.
comparable to each other.
An analysis of data from the major mango growing
Ordinary least squares (OLS) regression analysis states for the previous three years triennium ending
is the most commonly used procedure to estimate the (2008-09 to 2010-11) with regard to production in table-
part worths. Research has shown that the regression 3 has revealed that an average production was about
analysis gives very good results, even if the overall 2,306 thousand ha, in which the major share was from
evaluations consist of rank order data. The fit of the Andhra Pradesh (20 %), followed by Uttar Pradesh (12
model to the data is usually assessed in terms of %), Maharashtra 8 %), Odisha (8 %), Bihar (7 %) and
spearmans rank correlation coefficient between input Karnataka (6 %). The analysis of production trends
and estimated values of the dependent variable. showed that the total production by the states was about
14,322 thousand tonnes, in which the major share was
Sampling of chain actors
from Andhra Pradesh (3315 Th Tonnes) followed by
The farmers, traders, processors, wholesalers, Uttar Pradesh (2526 Th Tonnes), Karnataka (1586 Th
retailers and consumers formed the focus of this Tonnes) and Bihar (1220 Th Tonnes). The average
research. Actors involved in the marketing of the productivity of mango in these states was about 6.21 t/
product were also intensively interviewed and ha with highest yield coming from Uttar Pradesh (13.11
interacted. In total, 162 actors were interviewed and t/ha), followed by Karnataka (10.37 t/ha), Jharakhand
the details of the same have been presented in Table-1. (10.24 t/ha), Bihar (8.38 t/ha) and Andhra Pradesh (7.37
t/ha). These figures help us to identify potential areas
RESULTS AND DISCUSSION
and formulate policies for promoting production and
Area, production and productivity of mango in exports.
India Degree of value addition for mango
Table 2 represents the All India area, production In the present study, importance was given to
and productivity of mangoes in India since 2001-2002 degree of value addition for mango hence degree of
through 2010-11. The area under mango has registered value addition for both fresh as well as processed mango
a significant positive compound annual growth rate of was worked out and presented in Table-5. Here, the
1.06 per cent during 2001-02 to 2010-11, while its degree of value addition means the extent of value added
production registered growth rate of 3.7 per cent during or increase in the value of the mango and it is expressed
the same period. But, the matter of concern is its
5672 Advances in Life Sciences 5(15), 2016
in percentage. As the mango moves in the chain and The degree of value addition is calculated by taking
changes the actors hands, the value of mango as well price difference, i.e., sale prices of the commodity into
as its form changes. The degree of value addition varied consideration. The margin is obtained by subtracting
at each stage or for each actor in the value chain. It the cost from the price difference. The margin that is
need not necessarily be value addition, infact, there is obtained is further divided by the purchase price of the
scope for value deletion also. commodity. The value got is multiplied with 100, which
RANGEGOWDA et al., Value Chain Analysis of Mango - A Study in Karnataka 5673
gives the degree of value addition in percentage. and realized margin of Rs. 7 per kg. The costs at
wholesale level were Rs. 31.25 and they incurred losses
A. Degree of value addition for fresh mango
of Rs. 1.25 per kg and realized margin of Rs. 4.50 per
The value addition for fresh mango begins from kg. The cost incurred by the retailer was Rs. 38.50 per
traders stage of the chain. The degree of value addition kg.
at the traders stage was 37 per cent which was
Consumer preference
followed by 16.70 per cent at wholesalers stage and
13.50 per cent at retailers stage. (Table-5 A) In the present study, conjoint analysis was used
to assess the consumer preference for value added
B. Degree of value addition for processed
products of mango, i.e., juice. This technique focused
mango
on the evaluation of juice which was defined in terms
As in case of fresh mango value chain, even for of specific levels of attributes. Consumers preference
the processed mango, the degree of value addition starts for specific attributes of major processed mango
from traders stage. The degree of value addition at products is presented in (Table-7).
traders stage was 18 per cent which was followed by
The part-worth of each attribute is calculated by
105.70 per cent at pulp processing stage and 424.43
regression analysis using SPSS software to translate
per cent at juice processing stage.(Table-5 B) the respondents answers into relative importance values
Analysis of value chain or utilities. The most important attribute considered by
the consumers was price. The relative importance
Table-6 presents the costs of mango and loss
attached to the price was 30.89 per cent. Among low,
incurred, margin and price gained by the mango as it
medium and high prices, low price was the most
moves along the chain and it also indicates the share
preferred which was reflected by the utility value
that each actor gets in handling the mango. This analysis
attached to it, i.e., 1.976. Medium price was next in the
was done based on the data provided by the farmers,
order with a utility value of -0.225. It was found that
traders, processors, wholesalers and retailers at the time
the high price was the least preferred among all
of interviews. From the table, it can be observed that
having the value of -1.751.
the producers price turned out to be Rs. 20 per kg
which includes production cost like land rent, land The second important attribute was quantity. The
preparation, manures and fertilizers, plant protection average importance attached to it was 29.04 per cent.
chemicals, harvesting cost, etc. The losses that are The quantity of more than 500 ml was most preferred
incurred at the farm level were about Rs. 1 per kg and by the consumers with the utility value of 1.403,
the margin or profit that the farmers realized was about followed by the quantity of 200-500 ml and less than
Rs. 6 per kg. The traders bought the produce from 200 ml with the utility values of 0.251 and -1.655
farmers after the harvest and they incurred assembling respectively.
cost and marketing costs like grading, transportation, The next important attribute was brand. Its
loading and unloading which was Rs. 22 per kg. The importance averaged at 25.58 per cent. Consumers
traders also incurred losses to the tune of Rs.1 per kg preferred and they have ranked Maaza and Slice equally
5674 Advances in Life Sciences 5(15), 2016
with utility values of 0.727 and 0.727 respectively which Slice brand and 16.39 per cent consumed Frooti brand.
was followed by Frooti with utility value of -0.704. In respect of unbranded mango juice, all the sample
Least preference was given to unbranded fresh mango consumers consumed fresh mango juice.
juice with the utility value of -0.750.
Policy implication
The least important attribute was taste whose
Mango (Mangifera indica Linn) is one of the
relative importance is 14.48 per cent. Among the good,
important fruits of India and is popularly known as king
better and best taste available, good taste was the most
of fruits. Mango is cultivated in an area of 2296.80
preferred which was reflected by the utility value of
thousand ha with a production of 15.18 million tons,
0.112. Better taste was next in the order with a utility
contributing 40.48 per cent of the world production.
value of 0.096 followed by best taste with utility value
Mango is a versatile fruit, used as a raw material to
of -0.016.
process it into pulp, juice, concentrates, jams, chutneys,
Buying behaviour of consumers towards fresh pickles etc. In recent years, modern methods of
and processed mango processing like aseptic packaging, vacuum concentration
and aroma recovery are preferred especially for exports.
The buying behaviour of the consumers were
Mango pulp is the largest single item amongst all the
analyzed and presented in Table-8 and it can observed
processed fruits and vegetables which make up the
that 97 per cent of the consumers consumed fresh
exported horticultural produce and it accounts for about
mango, 93 per cent of the consumers bought processed
10 per cent of the total exports (NHB database, 2010).
product, i.e., mango juice and 90 per cent consumed
both processed and fresh mango. Consumers purchased Karnataka is one of the important states growing
fresh mango mainly (55.67 %) from local retail shops different varieties of mango. Kolar is the major mango
followed by 39.17 per cent of them who purchased growing district in Karnataka and the agro-climatic
from organized retail shops like Reliancefresh, Big condition in the region is best suited for production of
Bazaar, More, etc. and about five per cent purchased mango. In Karnataka, mango is grown on commercial
from street vendors. With regard to purchase of mango scale and occupies about 1, 54,000 hectares with
juice, it was found that 65.59 per cent of the consumers production of 26, 94,000 tonnes. There is lot of demand
purchased branded ones, 23.65 per cent purchased for fresh as well as processed mango both in domestic
unbranded mango juice and 10.76 per cent purchased and foreign markets. As mango is a seasonal fruit, the
both branded as well as unbranded mango juice. Among demand for fresh fruit will be in that particular season
the branded mango juice consumers, 44.26 per cent of but for the processed or value added products of mango,
them consumed Maaza brand, 39.34 per cent consumed there will be demand round the year. The degree of
RANGEGOWDA et al., Value Chain Analysis of Mango - A Study in Karnataka 5675