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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
Consumer Insight
The consumer insights for mango in Chinese market are reflected in the
promotion contents of the sellers (Figure 4.10), positive keywords in the
promotion message and negative comments from customers (Figure 4.11).

From analysis of the promotion message and feedback by customers, the
positive key words for category mongo include “Not fibrous”, “Aromatic”,
“Juicy”, “Thin skin”, “Thin stone”, and “Right Brix Acid Ratio”, “Aftertaste” and
“Golden color”, and the most frequent complaints are: “Sour”, “Big stone”
and “Less weight than claimed” .

Messages about “Method of ripening and serving”, “Nutrient value”,
“Illustration of thin stone”, and “Education about acceptable spots and
stains on the skin” are popular topics. There is also an innovative packaging
illustrating the right color for ripeness.
13. P119 figure 4.10 （Revised）
Figure 4.10 Promotion Contents for Mango in Chinese Market

Nutrient Value Method of Ripening & Serving

Illustration of Ripeness Thin Stone

Source: Compiled by CASPIM
Graph Credit: 1) & 2) huaguoshan.com; 3) zhuanlan.zhihu.com; 4) huaguoshan.com
Graph Credit: 1) & 2) huaguoshan.com; 3) zhuanlan.zhihu.com; 4) huaguoshan.com

Market 119