Perception of quality: Appearance
In one survey of consumer attitudes towards fresh fruits and vegetables, 96% of the respondents cited ripeness and freshness as important selections criteria, while an equal percentage cited “taste”. In addition, 94% indicate d the importance of appearance and conditions, while 66% used nutritive value and 63% used price as a guide. Two factors enters into the purchase decision of fresh produce
1. Competition of different items on display shelf.
2. The acceptability of particular items in reference to a consumer’s standard for that item.
“Taste” nutritive value and expected price level provide differentiation between items. Freshness/ripeness, appearance/condition, and current price are more likely to be factors in evaluating specific items against the standards at the point of purchase.
Appearance factors include size, shape, gloss, color, and absence of defects. Crop production, harvesting and handling conditions affect general product appearance. For many items, a premium is paced on size, with the greater size commanding a higher prize per pound, but oversize items may be associated with objectionable traits such as being too tough, overripe, or inconvenient to handle.
Visual defects may be caused by insects damage, disease of the plant prior to harvest or of the detached organ after harvest, damaged incurred by adverse weather conditions, physiological disorders due to inadequate plant nutrition or improper handling, and mechanical damage incurred during harvesting or handling, resulting in bruising or breaking of the protective peel and rind. When given a choice, most consumers appear to prefer a predictable uniformity in their produce and an absence of defects.
Perception of quality: Appearance
