Understanding the quality perceived by the consumer is important for those who want not only produce food but also market it. Furthermore, knowing the consumer habits and helps in planning appropriate actions in the various segments of the production chain. Thus, it is found the profile and preferences of consumers in natura of peach in three major cities of Rio Grande do Sul. Responses to the questionnaire applied, drew up its profile as their requirements concerning the habit of buying and quality of fruit. It was used to the chi-square statistic to verify the occurrence of independence between variables obtained through the responses of consumers in a sample of 430 interviewees between the three cities. It was that the profile and preferences of consumers of peach are different in the three cities surveyed as to the place of purchase and preference for color of the flesh, however, the yellow-red the epidermis, consumption and weekly flavor, are similar attributes for consumers in the three cities.
Prunus persica; quality standards; preference test; market
