To identify the main quality questions considered for decision to acquire and consume fruits and its possible relation with age, sex, instruction and income category, we carried out this research with consumers of fruits in Rio Grande do Sul State. The experiment was carried out in six cities (Porto Alegre, Pelotas, Santa Maria, Caxias do Sul, Passo Fundo and Santa Rosa). The methodology used was descriptive research for statistical method and the data were collected by questionnaire, in the form of personal interview with 1040 people. The attributes (variables) questioned were related with the price; appearance, flavor and aroma; packing; regularity of offers (easiness to find the product); mark; shelf life (durability); practical (easy to carry and to use); without residues of pesticides; origin; certification; environment; nutritional value; functional value; valuation of cultural aspects; others. According to the consumers, independent of the age, sex, instruction and income category, price; appearance, flavor and aroma; absence of residues of pesticides and identification of the origin, in decreasing order of importance, are considered the most important attributes at the purchase.
consume; traceability; price; sensorial quality
