Typology of consumption of fruits: a study on the consumer´s behavior - the market for banana

Abstract

The purpose of this paper is to analize the market for banana in terms of the consumers´ preferences. The results of the survey indicate that the "perfect" fruit should be big, without stains in the peel, ripe and without chemicals. The price is not a very important issue when it comes to the consumer´s decision. The "Pacovan" and "Prata" kinds are the most preferred. The survey provided information for the government which has developed a Public Program in order to diversificate the production in the "Zona da Mata" Region, located in the State of Pernambuco. The banana activity can contribute to the economic growth and social development of the population that lives in the area. Key-words: Consumer´s behavior. Consumption of fruit.