Mango is one of the most delicious fruit in India and also India is the largest producer of mango in the World. Moreover, Indians are fond of consuming mango fruits and juice especially during summer season. Since the mangoes are grown under various climate regions and its distribution also vary from tropical regions to sub-tropical regions. The marketing of mango fruits and its prices are fluctuating from high to low during the production season. Saratha (2013) reported that the traditional mango fruit marketing channel is long and so many intermediaries like commission agents, wholesalers, retailers are involved. On the other hand consumers ascribed value to its taste, health benefits, seasonal span and socio-cultural importance. Bu keeping the above in view a study was carried out to assess the consumer preference and marketing strategies in mango varieties in two different locations. The results indicated that wholesalers and retailers play a major role in distribution of mangoes to consumers through different channels. Wholesalers and retailers reflected the overall preference towards mango varieties by different consumers. Banaganapalli was the most preferred variety in Udumalpet and Pollachi markets, which was confirmed by the consumers’ response. Wholesalers and retailers take decisions based on important factors related to mango varieties viz., price, consumer preference and keeping quality. Wholesalers and retailers purchased mangoes based on the consumers’ preference followed by keeping quality and less price in Udumalpet and Pollachi markets, which was also confirmed by the consumers’ response. Quality attributes of mangoes like colour, aroma, taste, size and shape were ranked by wholesalers and retailers in both the markets. Taste of the fruits was ranked as first by, while colour and shape of fruit were ranked second and third, size of the fruit in fourth rank and surprisingly, aroma was ranked in fifth place by wholesalers, retailers and consumers in Udumalpet and Pollachi markets. Hence for marketing of mango taste including colour and shape are the deciding qualities to fetch more price in the market. Farmers can choose suitable mango varieties having good taste and colour and shape for cultivation in future.

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