CONSUMER ATTITUDES, PREFERENCES AND SHOPPING BEHAVIOR TOWARD HOT PEPPERS IMPORTED FROM TRINIDAD-AND-TOBAGO

A survey consisting of 108 completed interviews was conducted in two locations in Toronto, Canada, to identify and describe Canadian consumer views at different retail outlets concerning quality, services offered, buying habits and preferences of hot peppers imported from Trinidad and Tobago. At both locations, more consumers preferred to buy hot peppers at supermarkets compared with roadside or farmers' markets, respectively. Convenience, freshness and sorted and graded produce combined with lower postharvest losses experienced were major factors influencing the decision to shop at supermarket outlets. However, consumers at all retail outlets ranked pungency as the most important quality factor followed by flavor, shelf-life and color. Awareness among growers and exporters at the supply end and brokers and retailers at the receiving end of the export marketing system of this commodity could influence consumer demand for these quality characteristics to result in mutual economic benefits.