The search for longevity and the demand for healthy food have made consumers more conscious. A study was carried out to evaluate the purchasing habits of melon consumers in the Municipal Market of Piracicaba (São Paulo State, Brazil) by the Quality Function Development (QFD) Method. With the answers to the questionnaire, it was possible to determine the consumers' preferences, habits, complaints, and demands. It was verified that women are the consumers and that melons are consumed raw. 42.8% of the interviewees complained about the quality, and the watery taste of melons was the major complaint. The quality of the melons displayed does not meet customer expectations (damage, variety color, firmness, succulence, accessible price, quality guarantee, and sweetness). Due to the customers' complaints and considering their preference for fresh melons, special attention must be given to the appearance and sensory quality. The opinion of the consumers must be considered in order to identify the characteristics that should be improved to minimize losses, promote improvement, and maintain the final product quality.
Cucumis melo; quality standards; fresh market
