Marketing Mangos. Strategic Advise for the World Agroforestry Centre Based on a Perceived Quality Study in the Netherlands and Kenya

This study was carried out for the World Agroforestry Centre (ICRAF) to determine the factors that influence consumers buying behaviour in the field of mangos in both the Netherlands and in Kenya and to develop a strategy for ICRAF to further develop the products and the markets in order to help local farmers to become more competitive in the (inter)national market for mangos and reduce poverty by doing so.