Red Chili Consumers in Pakistan: Identifying Segments and Preferences as a Precursor of Competitiveness and Stakeholders’ Performance in Value Chains

Pakistan's Red Chili value chains hold significant potential for driving socio-economic growth. However, this potential cannot be realized without addressing the challenges relating to competitiveness and stakeholder performance. A major obstacle is the lack of insight into consumer preferences for red chilies. By understanding these preferences, value chain actors can enhance their competitiveness and performance, ultimately boosting the sector's growth. Thus, this study aimed to reveal the value preferences of different segments of red chili consumers in Pakistan. Data were collected through an intercept survey of 180 red chili consumers in three major cities of Pakistan, including Karachi, Lahore, and Faisalabad. Collected data were analyzed using descriptive statistics, hierarchical cluster analysis, Mean ANOVA, and post-hoc tests for identifying consumer segments and their value preferences. Using preferences for various attributes of red chilies, the study identified three consumer segments labeled as traditionalists (45.6%), quality seekers (38.6%), and safety and marketing-conscious (15.8%). The identified consumer segments differed significantly in their desired quality attributes, consumption and purchase preferences, and socioeconomic composition. To improve competitiveness and stakeholders' performance, the study findings urge private and public stakeholders to understand and respond to the preferences of different consumer segments. The Red Chili value chain actors are needed to upgrade and align their practices with consumer requirements. To this end, the related public sector institutions can facilitate the red chili value chain actors in accessing the technical and financial resources needed.