New Zealand Journal of Crop and Horticultural Science
abstracts
Assessment of what the consumer values in fresh fruit quality: case study
of Oman
Linus U. Opara
Fahad A. Al-Said
Aamna Al-Abri
Postharvest Technology Research Group
College of Agricultural & Marine Sciences
Sultan Qaboos University
P.O. Box 34, Al-Khod 123, Muscat
Sultanate of Oman
email: linus@squ.edu.om
Abstract The health and nutritional benefits of fruit
consumption are well documented in the scientific literature. Understanding
consumer perceptions and attitudes towards fruit quality is important in
setting quality specifications for marketing as well as providing a useful
guide for postharvest research aimed at quality improvement of fresh produce.
In this study, we investigated the frequency of fruit consumption and consumer
perceptions of fruit quality in the Sultanate of Oman using self-administered
questionnaires. Results obtained showed that the frequency of fruit consumption
was higher among males and families with high incomes. Banana was the most
preferred fruit eaten by consumers whereas apple was the least preferred.
Among the five types of fruit examined in the study, the most influential
quality attributes affecting consumer purchase were flavour, sweetness, and
colour for banana (Musa acuminata) and date (Phoenix
dactylifera), and flavour, sweetness, and firmness for apple (Malus
domestica),
mango (Magnifera indica), and orange (Citrus sinensis). The most
common fruit quality problems frequently observed by consumers in the market
were fruit immaturity (banana), bruising (apple), rots/decay (mango and orange),
and bad taste (date). A large majority of consumers (38%) expressed a willingness
to pay up to 25% more on unit price for guaranteed good quality fruit; however,
increasing price by more than 50% was highly unacceptable to 94% of consumers.
Keywords fruit; quality attributes; consumer preference;
acceptability; produce origin; willingness to pay; post-purchase losses; Sultanate
of Oman
New Zealand Journal of Crop and Horticultural Science, 2007, Vol. 35:
235–243
0014–0671/07/3502–0235 © The Royal
Society of New Zealand 2007
H06063; Online publication date 15 May 2007. Received 3 July 2006;
accepted 2 October 2006
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