A Comparative Study of Public Food Marketing as Viewed by Consumers in Mexico and India

Abstract

Public marketing of essential goods and services is frequently undertaken in developing economies, often with controversial results. Most evaluation and planning of public marketing has been from the perspective of economists, or public policy planners. Relatively few analyses have examined public marketing from the perspective of its impact upon those the system serves-consumers. This article presents an analysis of two national public food marketing agencies, one in Mexico and one in India. It reports on the performance of each agency as an active participant in the marketplace from the end user's perspective. The data in both countries suggest that consumers support each public marketing agency as important to economic development and as offering good values. However, CONASUPO in Mexico appears to serve better its intended target market than does FCI in India. Both agencies are viewed by consumers as powerful competitors, although their impact on prices in private stores was not apparent. Data also suggest the importance of non-patrons in successful management of public food marketing.