The search for longevity and the demand for healthy food have made consumers more conscious. A study was carried out to evaluate the buying habits of pineapple consumers in the Municipal Market of Piracicaba (São Paulo State, Brazil) by the Quality Function Development (QFD) Method. With the answers from the questionnaire handed to the consumers, it was possible to determine the preferences, habits, complaints and demands. It was verified that it is the woman who does the buying and that pineapples are consumed raw. 80.1% of those interviewed complained about the quality and the high acidity to the pineapple was the main complaint. The quality of the pineapples displayed do not live up to customer expectations (damage, color, size, appearance, firmness, flavor, low acidity, sweetness, maturity and succulency). Due to the customers' complaints and considering their preference for fresh pineapples, special attention must be given to the appearance and sensory quality. The opinion of the consumers must be considered in order to identify the characteristics that should be improved in trade to minimize the losses, to promote the improvement and the maintenance of the final product quality.
Ananas comosus; QFD method; consumer market
