Brazil has an approximate production of six million annual tons of banana (Musa spp.), with a consumption close to 35 kg / inhabitant / year. The acceptance of the banana fruit is due, mainly, to its sensorial aspects, nutritional value and convenience. The identification of the customers' needs and desires consists of a critical activity of the marketing. The objective of this work was to research the consumer preferences of a local market (Cruz das Almas town, Bahia State) considering the fruit quality attributes of fresh mature banana. The methodology used was descriptive research for statistical method. The data were collected by questionnaire, in the form of personal interview with 400 people. The quality attributes (variables) questioned and appraised were related with the appearance, color, texture, aroma, flavor and shelf-life of the banana fruits. In agreement with the consumers' preference, the fruit of ideal mature banana should present characteristics like hand contends 10 to 12 fingers (fruits), fingers of medium or big size, medium diameter, present angularity, absence of black spots in the peel, color of the pulp light or medium yellow, firm texture, aroma and flavor of medium intensity, medium sweet and shelf-useful of 7 to 10 days in natural conditions. The flavor, shelf-life and appearance of the banana fruits are considered the most important attributes at the purchase, according the consumers.
market; costumer; necessity; fruit; sensorial
