CONSUMER PERCEPTION OF VEGETABLE QUALITY

From our data it is quite clear that vegetables differ widely in their frequency of use but that this is not related in any simple way to satisfaction. Satisfaction with quality is generally quite high with some variation evident if one considers those who do not rate at the highest degree of satisfaction. For both frequency and satisfaction the influence of background characteristics (age, location) were found.

Color, appearance, flavor and texture are generally important in purchase and consumption of vegetables with the latter two attributes the most important. There is definite evidence that background characteristics relate to importance with being female the heaviest contributor to color and appearance which may be related to females role in purchasing vegetables.

The results in general give evidence of the variations in frequency, satisfaction and importance of attributes as well as how these are affected by background. Such data can be useful in more accurately setting guidelines for quality objectives for agriculture scientists, farmers, distributors and processors of vegetables.

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