QUANTITATIVE RESEARCH IN THE IDENTIFICATION OF OPPORTUNITIES IN THE COMMERCIALIZATION OF FROZEN PULP OF ORGANIC FRUITS BASED ON CONSUMERS´ PROFILE

Abstract

Organic agriculture is a constantly increasing activity worldwide. Assets to the environment, benefits for the farmer released from direct contact with chemical agents and the reduction of harmful factors for the consumer are worldwide trends for this type of agriculture and food commercialization. Current research constitutes a market research in the state of Paraná, Brazil, to assess the behavior of consumers with regard to the pulp of organic fruits. Results of the questionnaire showed that fruit pulp is mainly consumed in bars, restaurants and snack bars and that the pulp of the fruit is the most commercialized form. Based on the criteria given, it may not be concluded that the consumer´s trend is the organic product since indexes were very close to one another. Results reveal that healthiness is the criterion for the purchase of organic fruit frozen pulp (40% when compared to the other traits), whereas strawberry had the most agreeable taste (42%). Approximately 67% of consumers are inclined to pay a price of less than 3 Brazilian Reals for 100g of frozen pulp of organic fruit. This fact reveals the challenge that organic fruit producers have to provide products at feasible prices to consumers.