Determining Subjective Quality Attributes in Fresh Fruit Consumers: A Qualitative Data Analysis (QDA) in the Buenos Aires Metropolitan Area

Abstract

Following global trends, Argentines consume less fresh fruit than recommended by the World Health Organization, despite the positive image these foods maintain. This situation appears to be driven by a set of quality attributes that influence the selection, purchase, and consumption process. Traditionally, communication strategies to increase intake have focused on nutritional quality; however, these approaches have not yielded the expected results. This study aims to investigate consumer perception of various subjective quality attributes through mixed-methods (qualitative-quantitative) discourse analysis of interviewees in the Buenos Aires Metropolitan Area. The sample was balanced by gender and age. Findings reveal that women’s discourse contains a higher frequency of mentions regarding quality attributes compared to men’s. While men focus more on fruit size, women prioritize taste, juiciness, medium size, sweetness, and healthiness. Both genders agree on its use as a dessert. Regarding the 'ideal fruit,' the primary quality attributes identified were juiciness, price, and seasonality. Furthermore, the highest positive correlations show strong associations between 'fruit size' and 'medium' caliber, 'juiciness' and 'very juicy' fruit, 'usage' and 'dessert,' and 'ripeness' and 'purchasing strategy.' Understanding the 'voice of the consumer' and their perception of food quality attributes will help identify further benefits of fruit, aiding the development of innovative communication strategies based on the consumer-valued factors uncovered in this research.