Consumer preferences and willingness to pay for dried traditional mangos from Kitui – A marketing analysis for Kenya and Germany

The Kenyan mango value chain faces high post-harvest losses due to poor market access alongside a lack of storage technologies and processing facilities. Thus, using fruit methods, like solar drying, can enhance shelf life help smallholder farmers new markets, diversifying income livelihoods. Nonetheless, the both indigenous grafted fruits is not very common practice. This study was conducted support product development targeting marketing link local export markets. Four independent consumer testing sensory evaluation rounds on Kitui’s dried flakes were in Germany Kenya. Data collected via group tasting by 31 randomly selected participants an online questionnaire 304 participants. All given samples different varieties with without additives. Results show that high-quality cultivars, Ngowe, receive hedonic scores any additives (honey, sodium metabisulfite, or ascorbic acid). Some positively respond treatments achieve higher scores, e.g., Van Dyke variety Kikamba. consumers extrinsic attributes, such as organic production, fair trade, cooperative, sustainable labelled open up opportunities for who aim market. Against findings derived from German panellists, Kenya, do willingness pay despite having positive attitude toward sustainability. should focus cost-reduction strategies rather than introducing standardisation.