Print PageCategory Management
At the National Mango Board, we value research-driven decision making in our own organization and in yours. That's why your mango industry has committed to invest over $200,000 during 2007 in consumer research and category management.
In 2007, we will conduct a comprehensive consumer survey to explore awareness, knowledge, purchasing behaviors, barriers to purchase and many other facets of consumer attitudes relative to mangos. The study will be conducted via telephone interviews this summer, when mangos are most plentiful and we can gather the "freshest" responses. We can't wait to deliver the results!
As a pre-cursor to the telephone survey, we have conducted a series of focus groups with non-purchasers and occasional purchasers of mangos. The results from these focus groups helped to shape our POS messaging strategy, and they are providing a foundation for building the best possible telephone survey questionnaire.
But, the best is yet to come! The National Mango Board is currently talking with vendors and working with our Research Committee to develop the foundation for a long-term category management program. Our goal is to provide information and insights that can help ALL retailers across the U.S. better understand how to position mangos to be a growing contributor to their revenue and profitability.
So, look for new additions to this section throughout the year as we construct our category management program from the ground up!
Focus Group Findings
We learned so much by talking with these primary grocery shoppers. Click here to open the Focus Group Findings report.
Consumer Research Report
Our telephone survey revealed much about consumers' attitudes and knowledge of mangos and their mango purchasing habits. Click here to get a comprehensive report of our results and findings, including recommendations for building your mango business.