author(s)
Fatoumata Sarr, Jean-Marie N’Guessan, Aminata Diouf

abstract
Papaya, a high-demand tropical fruit, holds significant potential in the agriculture and marketing sectors, particularly in the Niayes area of Senegal. This paper delves into the market dynamics and consumer preferences for papaya, with a focus on how typological approaches can inform marketing strategies. The Niayes area, recognized for its unique climatic conditions, supports diverse papaya farming practices that vary across farm typologies. Understanding the characteristics of these farms and their consumers is crucial for developing effective marketing strategies that align with local and regional demands. Through a combination of qualitative and quantitative methods, this research explores how farm typologies such as smallholder, semi-commercial, and commercial farms—impact consumer preferences and market performance. It also examines factors influencing consumer behavior, including product quality, price sensitivity, and availability. This paper aims to bridge the gap between agricultural production and consumer expectations by offering a typological framework that can assist in tailoring marketing efforts. The findings highlight key elements that influence the success of papaya marketing, such as farm size, marketing channels, and consumer education on the nutritional benefits of papaya. The research concludes with actionable insights for stakeholders in the papaya supply chain, including farmers, marketers, and policymakers, to enhance market competitiveness and improve consumer satisfaction. By understanding the dynamics of consumer preferences in the Niayes region, this paper contributes to a deeper understanding of how agricultural marketing strategies can be adapted to local contexts for greater impact.