Identification of the main purchase motivations and consumption contexts of mandarins. Preliminary results from a cross-cultural study in Spain and China.

Abstract

Mandarins production has risen by over 60% in the last ten years. Nowadays, China and Spain are the main mandarin producing countries. It is well known that consumption habits and consumer quality requirements can vary significantly between countries. In order to maintain and enhance the current success of mandarins in markets around the world, it is necessary for all supply chain stakeholders to be aware of the requirements of markets in different countries.