The present investigation aimed at elucidating the carrot attributes which stake holders view as the most important. A research was carried out with carrot growers, seed companies, supplier salespersons, washers, food processors, wholesalers and supermarket managers and was compared to the perception of consumers from supermarkets located in the Federal District of Brazil. Data sets were collected through structured interviews with closed questions about the importance of a range of attributes on a 1 (not important) to 5 (very important) scale. Statistic method based on categorical analysis was used to rank the attributes and calculate the average contrasts. The survey indicated that, according to consumers, nutritional value, texture, external color and taste are the most important attributes. In contrast, the other stake holders pay more attention to characteristics related to shape uniformity, external color and green shoulder. In addition, differences of perception by specific chain agents were detected, in special to the consumers group, affected by gender, age, educational level, marital status and supermarket location. These results are very important for directing carrot research projects, which must meet the productive sector and consumers requirements.
Daucus carota L; plant breeding; market research
