| Abstract: | Fruit consumption in Bangladesh has increased with the awareness of a number of quality attributes for maintaining good health. The purpose of this study is to identify the importance of various quality attributes in consumer decisions to purchase fruit. A total of 222 respondents were interviewed and the data were analyzed using both OLS and robust regression models. The results showed a prevalence of different purchase decisions. The results identify whole fruit form is the most important attribute in deciding to purchase any fruit in Bangladesh. For hog plum in particular, quantity is an important factor in a purchase decision, whereas for guava, the size, colour, lack of blemishes and traceability are important attributes. The results suggest that it may be important for a farming system to remove fruit blemishes or flaws. The implication of the study is that actors involved in the fruit supply chain should develop quality storage and transportation facilities to keep fruit fresh. In addition, they should introduce traceability for fruit to assist in designing effective marketing activities. |
