|Authors: ||R.E. Roberts, C. Burns|
|Keywords: ||consumer, attitudes, preferences, tropical fruit, behaviour, motivation|
Tropical fruit growers are seeking to understand the values that underlie consumers' purchasing behaviours of papaw and papaya in Australia.
Accordingly, studies that identify consumer preferences for papaw and papaya are needed to aid industry success.
This study took an exploratory approach to profile urban Australian papaw and papaya buyers using a sample of 819 shoppers.
The purpose was to identify buyer types and socio-demographic variables influencing purchase frequency.
The results revealed three buyer types: regular, occasional and irregular.
Results showed that for both papaw and papaya purchasing frequency, regular and occasional buying habits decrease with age, and irregular buying habits increase with age.
Overall, sensory studies are required to evaluate buyer taste preferences.
Marketing communications highlighting the health and nutritional benefits of the fruit are recommended.
Future research should focus on clearly understanding the buyer proposition for fresh and cut papaw and papaya.
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