Fruit quality perception by growers, retailers and consumers: The case of oranges

Up to now fruit tree models have been primarily concerned with various aspects of plant development and yield. Problems of fruit quality have only rarely been approached. In the present study we address the fruit quality problem, as revealed with fresh orange fruit. Definition of fruit quality is complicated. Quality of oranges (as with most commodities) reflects numerous internal and external attributes. Integration of these attributes within a quality model requires that a) each attribute can be expressed in a quantitative manner, and b) that the relative contribution of each attribute to overall quality can be assessed. Different perceptions of desirable fruit quality parameters by growers, retailers and consumers, as revealed in the weighting of internal and external quality attributes creates major difficulties in addressing fruit quality issues. Further complications arise when different segments of the consumer population are taken into account. This study demonstrates a marketing approach to these problems using an extensive consumer survey of the perceptions of orange fruit quality conducted in the UK and Israel in 1999. Identification of consumer quality preferences is important for both short and long term management and planning of fruit tree crops.