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This research aims to understand Nepalese consumers' preferences for external mandarin attributes and their willingness to pay.

Consumers' preferences for external quality attributes of mandarin: evidence from a discrete choice experiment in Nepal

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Randomized trial explores consumer preferences for mandarin attributes in Nepal, suggesting targeted marketing strategies.

This research aims to understand Nepalese consumers' preferences for external mandarin attributes and their willingness to pay.
Conducted a discrete choice experiment with 395 mandarin consumers from four major markets in Nepal.
Analyzed consumer preferences using Multinomial Logit, Random Parameter Logit, and Latent Class Model methodologies.
Identified distinct consumer segments influenced by age, gender, income, family size, and consumption frequency.
Preferred attributes include thin peel, bright orange color, large size, and freshness, with significant willingness to pay.
Extra-large mandarins were negatively valued, contradicting common market assumptions.
Three distinct consumer segments were identified, showing significant preference heterogeneity.

Joshi et al. (2026) studied this question.

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