Access to information together with technological developments have helped to make consumers more preocupied about their health. A study was made of the buying habits of tomato consumers in supermarkets in Campinas (São Paulo State, Brazil). With the answers to the questionnaire to hand it was possible to determine the preferences, the customs, the complaints and the demands of the customers. It was established that it is the woman of the house who does the buying and that tomatoes are consumed raw. 95,69% of those interviewed complained about the quality of the tomatoes, the presence of physical damage to the tomato being the main complaint. The quality of the tomatoes displayed do not live up to customers expectations (color, uniformity of size and mechanical injuries). Consumers disclosed that they would pay higher prices for tomatoes with better quality attributes. Ahead of the consumers' complaints and considering the preference for fresh tomatoes, special attention must be given to the appearance, promoting appropriate handling in the post-harvest stages, to minimize injuries. The opinion of the consumers must be considered in order to trace technological and/or strategical solutions that can minimize this problem, therefore reaching their expectations related to product quality.
Lycopersicon esculentum Mill.; injuries; quality standards; tomato's cost; fresh market; consumer
