Fruit consumer behavior in the municipality of Campo Grande and the relationship with market demand

Abstract

This research aims to investigate the behavior of fruit consumers in relation to the commercial offer within the municipality of Campo Grande. The study was carried out using questionnaires, covering demographic aspects, eating habits, and factors for fruit consumption. Data collection took place over five months, reaching a sample of 384 participants, and the analysis included basic descriptive measures to identify consumption patterns of the Campo Grande population. The results revealed a predominant profile of female and young consumers (18 to 30 years old), with an average family income of less than 5 minimum wages. Product quality was the most important factor in the purchasing decision, followed by price, and the majority of participants were willing to pay more for locally produced fruit. It was concluded that there is demand for regional fruits, as long as they meet consumers' quality requirements.