Marketing strategies for avocado fruit in Puerto Rico: Consumer preferences and characteristics
AdvisorGonzález-Soto, Jorge A.
CollegeCollege of Agricultural Sciences
DepartmentDepartment of Agricultural Economics and Rural Sociology
MetadataShow full item record
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.