Marketing strategies for avocado fruit in Puerto Rico: Consumer preferences and characteristics

Abstract

In this research we study avocado consumer preferences in Mayagüez, Aguadilla and Ponce, Puerto Rico. The objectives of this study were: identify factors to determine consumer preferences and identify consumer preferences for avocado packaging. A questionnaire was designed to obtain the data and included questions on: avocado consumption and preferences, substitutes, demographic variables, among others. We interviewed 200 people over twenty-one years. The data was analyzed using frequency tables and descriptive statistics. Results showed that 85.5% of the participants consume avocado and the freshness, ripeness, color and price are the most important characteristics. In addition, participants prefer to eat avocados during lunch (85%) and dinner (82%). The most preferred variety was Wilson Popenoe with 71% followed by Candelaria with 56%. They also preferred avocados packed in bamboo (41%) and wooden boxes (36%) with divisions. In addition, results showed that 47% consumed sliced avocados, 77% preferred guacamole, and 77.8% are more willing to pay extra for the avocados produced in Puerto Rico.