This study identified similarities and differences in value preferences of consumers for Kinnows (mandarin) in Lahore, Faisalabad, Rawalpindi and Islamabad. The study sample comprised 540 consumers of Kinnows who were approached for data collection at various retail outlets in the selected cities. Using a questionnaire, consumers were interviewed face- to-face and data were gathered on consumption and purchase preferences and importance consumers attached to various search, experience, safety and marketing- related quality attributes in their purchase considerations. Descriptive statistics were employed to explore basic patterns in the preferences across the four cities. Mean ANOVA and Post-hoc Bonferroni tests helped reveal similarities and dissimilarities in consumption and purchase preferences of consumers. Results indicated statistically significant differences as well as similarities in consumption and purchase preferences for Kinnows in the selected cities. Consumers in Islamabad attached importance to all Kinnow quality attributes and appeared to be value seekers. Except few marketing, search and experience attributes, their preferences were found similar to those living in Rawalpindi. While consumers in Lahore and Faisalabad mostly resembled in their preferences and considered comparatively fewer quality attributes important. The study urged the Kinnow value chain actors to consider these similarities and differences in preparing and delivering their supplies in these cities. They also need to upgrade their practices for improving search, experience, safety and marketing-related quality attributes of Kinnows. Collaborative relationship and information sharing among them is also needed for improvements in quality attributes. Related public-sector institutions can facilitate them by providing support services needed to upgrade their value chain practices.
