THE PINEAPPLE CONSUMERS DEMANDS IN THE CENTER WEST REGION OF BRAZIL

Abstract

A survey was carried out to analyze pineapple consumer's behavior in two Brazilian cities, Goiania and Brasilia. The main objective was to know consumers preferences on pineapples fruits and industrial pineapple products, aiming at to generate information for the production chain development policy making, as well as to subsidize the competitiveness of the regional pineapple production at the city of Jaragua, placed in the center west region of Brazil. The study covered a detailed scrutiny of quality characteristics based on consumer's preferences of raw fruits and pineapple industrial products. Consumers of Brasilia (110) and Goiania (102) were segmented by family income. No significant differences were observed in the behavior of them in the two places, in respect to quality preferences and quantities consumed. For pineapple fruits, the main quality characteristics ranked were: 1) fruit with no rotten spots; 2) fruit's taste; 3) fruit integrity; 4) adequate stage of fruit maturity; 5) fruit juice content; 6) fruit color and smell. In Brasilia, the most consumed industrial products were fresh pineapple juice, bottled juice, and pineapple ice cream. In Goiania, preferences were fresh pineapple juice, ice cream and concentrated canned juice. Ice cream and pineapple juice were considered the better market opportunities for improving competitiveness of the pineapple productive center of Jaragua, although absence of industrial plants in the region limits the attainment of this goal. In conclusion, suggestions were drawn for strategy formulation, aiming at the improvement of Jaragua production, based on consumer's expectations.