consumer attitudes, preferences and shopping behavior toward hot peppers imported from trinidad and...

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

TRINIDAD AND TOBAGO

MAJEED MOHAMMED.’ L.A. WILSON and P.I. GOMES

Faculty of Agricuhre The University of the West Indies

St. Augustine, Trinidad

Accepted for Publication October 6, 1992

ABSTRACT

A survey consisting of 108 completed interviews was conducted in two locations in Toronto, Canada, to identifi and describe Canadian consumer views at different retail outleis concerning qualiy, 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 bj1 favor, 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 commodit?, could influence consumer demand for these quality characteristics to result in tnutual economic benefits.

INTRODUCTION

Import of fresh hot pepper (Capsicum fmtescens L.) from Trinidad and Tobago to Europe and North America has grown rapidly in the past four years (Stewart 1988). For example, export to Canadian markets increased from 33,803 kg in 1986 to 122,900 kg in 1990 (Trinidad and Tobago Export Development Corp.

‘To whom correspondence should be sent.

Journal of Food Quality 16 (1993) 109-123. All Rights Reserved. 0 Copyright 1993 by Food & Nutrition Press, Inc., Trumbull, Connecticut. 109

110 M. MOHAMMED, L.A. WILSON and P.I. GOMES

199 1). Information on consumer purchasing habits and preferences among retail outlets is required to sustain and expand production (Fletcher et d. 1990). This led to a study of consumer preferences and buying habits of hot pepper retail sales at outlets in Canada.

Several authors (Peters and Waterman 1982; Prince ef al. 1990; Heskett 1987; Garvin 1983; LaLonde ef al. 1988) examined the impact of improvements to consumer preferences and services on the perishable industry as a competitive strategy to display high quality produce to attain repeat sales. Information on consumer purchasing needs, services and quality perceptions regarding external and inter- nal characteristics of a product forms the interface between sellers and buyers for market transactions and distribution strategy (LaLonde 1985). In the export trade of hot peppers where producer or exporter and retailer and consumer are far apart, effective communication of desired consumer related purchasing behavior is of utmost importance but often lacking. The end result is that exporters and retailers may lose their competitive position, not only due to inferior product quality, but also because they fail to offer the required services and quality characteristics of the product relevant to the needs of the consumer. Information of these needs have not been reported in the literature. Since hot pepper export to Canada is a relatively new venture, with obvious potential, it is imperative that exporters have information to guide them in effective decision-making aimed at improving both profitability of operation and quality of service to overseas retailers and consumers.

The first objective of the study was to identify and describe the Canadian consumer views at different retail outlets concerning quality, services offered, buying habits and preferences of fresh hot peppers imported from Trinidad and Tobago. A second objective was to determine consumers’ expectations and needs that must be satisfied to make export marketing of hot pepper a success so that recommendations for improving sales at Canadian retail markets could be made.

METHODS

From the list of 24 Trinidad and Tobago hot pepper exporters compiled by Export Development Corporation (EDC) in 1988, the names and addresses of their respective importers from two locations in Toronto, Canada, were sought. These locations were Malton and Scarborough. A letter was sent to each importer, indicating the objectives and goals of the consumer preference survey on fresh hot peppers, and the need to locate retail outlets where the crop is marketed. Positive replies were obtained from 9 importers. They submitted names, addresses and telephone numbers of 14 and 12 hot pepper retail outlets in Malton and Scar- borough, respectively. From these, 3 roadside markets, 3 farmers’ markets and 3 supermarkets were selected at random in each location.

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112 M. MOHAMMED, L.A. WILSON and P.I. COMES

The selected retail outlets were informed two weeks prior to initiation of interviews about the survey and its objectives. Interviews were completed by the re- searcher from August to mid-September 1989. For each outlet in Malton and Scar- borough, 6 hot pepper consumers were randomly selected and interviewed. The number of interviews amounted to 54 at each location.

Interviews were limited to consumers who made regular purchases of fresh hot peppers at these outlets. A regular consumer was characterized as one who made consistent purchases of hot peppers at least once every week or two over the previous 4-6 months at the same market outlet. The questionnaire, which included both open-ended or multiple-choiced questions, was designed to gather consumer information on frequency of purchase, preference for selecting particular retail outlet, personal characteristics of respondents, quantity normally purchased, levels of postharvest losses, nature of losses, remedies to reduce losses and quality perceptions as they relate to hot peppers displayed for sale originally imported from Trinidad.

Interviews, which were typically 10-12 min in duration, were conducted every day across all outlets in both locations between 9:OO-11:OO a.m. or 5:OO-8:OO p.m. Overall, 72% of those approached agreed to be interviewed. The responses were statistically compared among locations in the three retail outlets using a chi- square test.

RESULTS

Consumer Characteristics

There was no significant difference in percentage consumers shopping at each of the three retail outlets according to sex and no specific age group dominated at either location.

In both locations, consumers showed more inclination to shop at supermarkets with roadside markets being least popular (Table 1).

Consumers were asked to estimate the average number of visits per week to retail outlets to purchase hot peppers. The results shown in Table 1 indicate that more visits were made to supermarkets.

The quantity of hot peppers actually purchased, weekly, at retail outlets is shown in Table 1. Consumers at all retail outlets preferred to buy hot peppers in small quantities. Thus significantly more consumers (P c 0.05) made 0.5-1 kg hot pepper purchases compared with the other weight categories.

Postharvest losses on a weekly basis experienced by consumers were significantly lower (P < 0.01) from supermarkets compared with either of the other two retail outlets (Table 1).

CONSUMER RESPONSES TOWARD HOT PEPPERS

TABLE 2 .

IblPORTANT REASONS GIVEN B Y CONSUMERS FOR PREFERENCE TO PURCHASE HOT PEPPERS AT RETAIL MARKETS I N TORONTO.

CANADA. 1989'

Consumers (8)

Fa rmers ' marke ty Roadside market' Supermarket- Reasons

Convenience

F reshness

Quality

P r i ce

Sort ing and Grad ing

Appearance

Packaging

Attract ive display

Friendly atmosphere

Clean environment

Flexible shopping h o u r s

Do o w n selection

6 9 . 3

5 7 . 8

4 2 . 3

2 8 . 3

13.1

2'2.5 2 5 . 5

3 1 . 9

4 0 . 9

36.8

1 6 . 0

36.5

48.0

38 .8

5 3 . 6

66.3

28.9

2 4 . 9

1 1 . 5

13 .0

29.7 35.2

33.7

40 .6

~~ -

7 8 . 4

63 .7

5 0 . 1

38.6

58 .4

2 6 . 1

3 8 . 9

4 2 . 1

53.4

72.1 29.3

1 1 . 2

113

Percentages sum up to more t h a n 1 0 0 % due to multiple r easons given by consumers

y Chi-square x2 = 22 .01 . d . f . = 11. signif icant a t 0.05 level .

Chi-square x2 = 3 9 . 9 1 , d . f . = 11. signif icant a t 0 . 0 1 level.

, signif icant a t 0 . 0 1 level. '" Chi-square x 2 = 36.42. d . f .

Consumer Shopping Practices

Table 2 indicated the reasons consumers gave for purchasing hot peppers at the three retail outlets. For farmers' market, convenience and freshness were given priority to quality (Table 2). In the case of roadside markets, price, quality and convenience were the three most important reasons (Table 2). Noticeable differences in reasons for hot pepper purchases were apparent among supermarket consumers; for example while most selected convenience, the second most important reason was clean environment. More supermarket hot pepper consumers indicated that apart from the two reasons outlined above, freshness, sorting and grading or friendly atmosphere were also important.


Types of Postharvest Damages

The nature of postharvest losses reported in Table 1, showed that bruising was the major type of damage at each retail outlet according to the evaluations made by both interviewer and consumers (Table 3). Both assessments also showed that bruising, shrivelling and softening were significantly lower (P < 0.01) at supermarkets than at farmers’ or roadside markets, respectively (Table 3 ) . Heat and chilling injuries were evaluated differently by interviewer and consumer. Con- sumers at roadside and farmers’ markets detected no symptoms of chilling injury but 17.6% reported this from their shopping experience at supermarkets (Table 3). Interviewer assessment of chilling injury at supermarkets was significantly higher (P < 0.01) than that reported by consumers (Table 3 ) . Chilling injury symptoms were identified as pitting, pedicel and calyx discoloration and translucen- cy of pericarp (Mohammed et al. 1992). Interviewer assessment of heat injury (yellowish-white patches on the side of the fruit that faced the sun) was consistently higher in all three outlets than consumer assessment and both assessments indicated decay to be significantly less at supermarkets.

When consumers were questioned as to what they perceived could be done to minimize damage of hot peppers displayed at retail outlets, the majority of farmers and roadside market respondents claimed better sorted and graded produce is needed (Table 4). Better care in handling was a notable solution among 75% of all consumers. Consumers were very sensitive to the use of more chemical sprays, as no one interviewed felt this was a useful solution.

All consumers interviewed at supermarkets indicated that postharvest damages mattered a great deal.

At each retail outlet as income levels increased, the percentage of consumers indicating their willingness to pay higher prices for better quality produce increased as well (Table 5). At each income level more supermarket consumers (P < .05) responded positively on the suggestion to pay higher prices if confronted with better quality produce than farmers’ or roadside market consumers, respectively (Table 5). Similar significant differences were noted at the low and low-middle income categories of roadside over farmers’ market consumers (Table 5).

Consumers’ Quality Perceptions

Consumers at all retail outlets, ranked pungency as the most important quality factor when purchasing hot peppers (Table 6). Apart from pungency, farmers’ market consumers looked for shelf-life, flavor and quality as the next set of most important quality factors. Roadside market consumers pointed out color, shelf- life and absence of blemishes, while supermarket consumers suggested flavor. shelf-life and color (Table 6). Lowest rankings were ascribed to nutritional value by farmers’ market consumers. Variety of produce had the lowest rank by roadside and supermarket retailers (Table 6).

CONSUMER RESPONSES TOWARD HOT PEPPERS 115

T A B L E 3 .

ASSESShlENT OF POSTHARVEST DI\hlAGES I$) OF HOT PEPPERS A S EVALUATED A N D PERCEIVED RESPECTIVELY B Y INTERVIEWER A N D CONSUMER AT RETAIL OUTLETS

I N TOROIJTO. C A N A D A , 1989' ~~ ~

POST HARVEST DAMAGES ( X )

Interviewer assessmenty Consumer assessment' T y p e s of damages

Farmers ' Roat-lside Supermarke t Farmers ' ~~~~~~e Supermarket market market market ~~ __ ~

Bruis ing 5 5 . 1

Softening 4 0 . 4 Over ripe 1 0 . 4 Immature 35 .6

Cracking 1 0 . 9

Shrrvelhng 4 9 . 9 Out of shape 1 9 . 9

Heat i n j u r y 2 1 . 0 Decay 3 4 . 4 Don't know 0 . 0

ChLUlng in lury 6 . 6

6 6 . ?

21.2 44 .6 1 5 . 9 39 .9 5 5 . 6

29 .6 4.7

23 .7 38 .1

0 . 0

41 .6 6 4 . 1 10.4 10.2 2 6 . 1 3 7 . 0 1 1 . 6 0 . 0 3 0 . 0 1 7 . 2 39.9 38.6 2 0 . 4 0 . 0 2 7 . 0 0 . 0 1 9 . 7 2 . 1 2 0 . 0 4 0 . 0

0.0 0 . 0

6 0 . 6 2 0 . 1 5 5 . 1

0 . 0 2 1 . 1 5 2 . 3 1 0 . 4

0 . 0 1 . 0

3 5 . 1 6 . 0

50.4 10.0 2 6 . 6

4.5 2 0 . 6 4 0 . 1

0 .0 1 7 . 6

0 . 0 1 9 . 4

9 . 0

Total percentages a d d s up to more than 100'8 because individual f r u i t s have multiple types of damages.

Y Chi-square = 3 2 . 6 8 . d . f . = 20.significant a t 0 . 0 5 level.

20, significant a t 0.01 le.iei. Chi -square xz ,= 3 7 . 4 2 . a . f . =

TABLE 4

CONSUblERS ( $ 1 PERCEPTIONS OF POSTHARVEST PRACTICES THAT COULD REDUCE DAMAGES F O R HOT PEPPERS I N

RETAIL OUTLETS I N TORONTO, CANADA. 198g2

Hot p e p p e r c o n s u m e r s " b l y Perce ived s o l u t i o n s for

r e d u c i n g d a m a g e s Farmers' ",",":::" S u p e r m a r k e t m a r k e t

Improved so r t ing a n d g r a d i n g

Less e x p o s u r e to s u n an t i r a i n

More r e f r i g e r a t e d d i s p l a y s

B e t t e r c a r e i n h a n d l i n z

Washing d i r t a n d m u d

More chemical s p r a y s

Educat ing b u y e r s a n d seilers

All of a b o v e

89.6

1 7 . 3

6 6 . 4

75.:

6 0 . 4

0 . 0

9 0 . 2

6 0 . 0

9 0 . 7

6 0 . 2

6 7 . 2

7 7 . 4

44.3

0 . 0

7 6 . 2

7 1 . 0

4 8 . 6

0.0

4 6 . 0

7 5 . 9

3 8 . 1

0 . 0

8 8 . 4

6 3 . 3

- P e r c e n t a g e s sum to more t h a n 1OO'?i d u e to multiple a n s w e r s g iven b y c o n s u m e r s .

v C h i - s o u a r e f 2 = 2 5 . 6 8 . d . f . = 1 4 . s i g n i f i c a n t a t 0 . 0 5 l eve l .


Consumers were asked to rate the quality of hot peppers displayed and purchased at retail outlets. More supermarket consumers from both location rate hot pepper quality as good compared to those shopping at farmers’ or roadside markets, respectively (Table 7). A similar finding was recorded for farmers versus roadside market consumers (Table 7). Hot pepper quality rated as fair was reported by more consumers shopping at roadside compared to either farmers or supermarket outlets, respectively (Table 7).

DISCUSSION

In previous consumer preference studies Jack and Blackburn (1983, Eastwood et al. (1986), Brooker ef al. (1987), Lockeretz (1986), Beattie et ul. (1983) and Buitenhuys et ul. (1983) indicated that quality was the most important criterium considered by a produce buyer. In this survey, hot pepper quality was not similarly prioritized at any of the three retail outlets at either locations. The imposition of harsh, postharvest handling practices sustained from less than ideal environmental conditions prior to and after shipments accelerated the incidence of fruit damage upon arrival at overseas retail outlets (Mohammed et al. 1991). This forced consumers to be less selective, opting for intrinsic quality characteristics such as pungency, flavor and inherent shelf-life rather than size, shape and color which are more extrinsic in nature. Added to this the majority of consumers interviewed were from the same ethnic origin, comprising mainly Caribbean, Asian and African immigrants. Cook’s (1990) examination of the impact of the growth of ethnic population on product diversity within the produce department of foreign retail outlets suggests unique challenges to growers, exporters and retailers, with particular reference to postharvest requirements relating to packaging, temperature, storage and handling conditions. Ethnicity, in the context of consumer demand was also elaborated by Joy (1987) who discussed the strong affinity ethnic groups have for their traditional foods and their tendency to look first to their countries of origin to fulfill1 their needs.

Nutritive value, as an intrinsic quality factor however, was selected by less than 50% of the consumers in each retail outlet and therefore given a lower ranking compared with other intrinsic quality factors (Table 6). While this is pro- bably because nutritive value is often generalized as a hidden quality factor (Ar- they 1975; Jen 1989), it may also reflect an overall deficiency in information resulting in a lack of consumer awareness of hot pepper nutritive values. Other possible reasons could be related to (1) the relatively small percentage of fresh hot peppers used in the diet, (2) the assumption that they are vegetables with some positive nutritional effect and (3) that the differences in hot pepper nutrition is not significant.


TABLE 5

PERCENTAGE CONSUMERS I N RETAIL OUTLETS I N TORONTO, CANADA, 1 9 8 9 . WILLING TO PAY HIGHER PRICES FOR

BETTER QUALITY HOT PEPPERS BY INCOME LEVEL

Consumers ( $ 1 Income Levels F a r m e r s t z market R ~ ~ $ ~ e Y Supermarke tX Can 8

Yes No Yes No Yes No

Low - less than 1 5 , 0 0 0 4 4 . 0 5 6 . 0 6 6 . 6 3 3 . 4 8 0 . 0 2 0 . 0

Low - Middle 15 .000 - 3 0 , 0 0 0 6 0 . 0 4 0 . 0 7 2 . 2 2 7 . 8 8 6 . 1 1 3 . 9

Middle 2 0 , 0 0 0 - 4 5 , 0 0 0 7 7 . 6 2 2 . 4 7 5 . 0 2 5 . 0 1 0 0 . 0 0 .0

Middle - High 4 5 , 0 0 0 - 60 .000 70.9 2 9 . 1 7 6 . 0 2 4 . 0 9 8 . 0 2 .0

Chi-square xz = 1 0 . 7 1 , d.f. = 3 , signif icant a t 0.05 level

y Chi-square x 2 = 1 0 . 9 2 , d.f . = 3 , signif icant a t 0 . 0 5 level

Chi-square x z = 1 0 . 6 3 , d.f. = 3 , signif icant a t 0.05 level

TABLE 6 .

QUALITY FACTORS CONSUMERS LOOK FOR WHEN PURCHASING HOT PEPPERS AT RETAIL OUTLETS I N TORONTO, CANADAZ

117

Hot peppe r consumers ( $ 1

Farmers ' R a n k Y Roadside Qualify factors market Rank Supermarket Rank market

Color 7 0 . 1 Shape 4 4 . 3

Hotnesslpungency 9 2 . 1 Size 65 .7

Flavour 7 5 . 6 Variety 4 0 . 1 Nutritional value 3 0 . 1 Pesticide residue 6 0 . 4 Absence of blemishes 5 1 . 4

Shelf life 8 4 . 1 Firmness 6 2 . 9

4 8 5 . 5 2 9 4 4 . 2 9 5 5 1 . 1 0 1 9 0 . 0 1 3 7 0 . 1 6

10 2 5 . 6 11 11 3 7 . 3 1 0

7 6 0 . 2 7 8 7 7 . 2 4

2 8 0 . 1 ' 3 6 7 1 . 1 5

7 0 . 1 4

3 1 . 1 1 0 4 1 . 1 9 8 9 . 6 1 8 0 . 4 2 2 6 . 1 11 4 7 . 6 8 6 1 . 1 6 5 5 . 4 7

7 7 . 3 3 66.1 5

Percentages sum to more than 100% due to multiple reasons given b y consumers

Y Ranking scale 1-11: 1 = most important . 11 = least important


Despite the sacrifice consumers showed for specific intrinsic at the expense of extrinsic quality factors, it was reported that postharvest losses mattered a great deal across all retail outlets. These findings justified the claims made in Table 6 on shelf-life as an integral aspect of consumerism, and its overall ranking within the first three reasons outlined in Table 6 confirmed this. Awareness among growers and exporters at the supply end and brokers and retailers at the receiving end of the export marketing system could cause consumer demand for these three quality characteristics to result in mutual economic benefits to both sides. To achieve this the following recommendations are necessary.

Growers and exporters will have to access cultivars with high pungency, flavor and shelf-life. Thus breeding programs should focus more on these quality criteria than just appearance, shape and firmness. Efforts to investigate whether postharvest handling and treatment will influence changes in pungency, flavor and shelf-life taking into consideration the duration of time and conditions from harvest to overseas retailing should be investigated. Postharvest techniques to enhance quality of hot peppers, e.g., modified atmosphere storage, effects of postharvest dips to control pathogen and improve membrane integrity should be researched. In other studies, Henneberry and Willoughby (1989) agreed that postharvest in- vestigations relevant to consumer quality perceptions such as shelf-life ought to be conducted in relation to varietal selection and breeding (Sarris 1984; Carter and Nuckton 1087) and postharvest experimentations (Runyan 1986).

Consumer purchasing habits and behavior varied more between retail outlets than location. Exporters therefore should target retail outlets that catered to the needs of their consumers and which in turn encourages consumers to make repeat purchases (Hopkins and Bailey 1970). Supermarket outlets in both locations were most successful in achieving this. They secured the highest number of consumer visits per week (Table l ) , with the most preference for shopping there and at- tracted the greatest percentage of consumers belonging to the higher income brackets who were willing to pay more for better quality produce (Table 5 ) . Such information on consumer preferences and buying habits is vital to all involved in decision-making strategies for export and import trading activities. Hot pepper exporters could increase their profit margins by trying to penetrate more supermarket outlets. Supermarket retail outlets, on the other hand, could utilize low- cost, postharvest technology inputs to enhance quality requirements in order to increase the flow of consumers as well as their purchasing power.

Examination of approaches supermarket retail outlets undertook to attain the level of success outlined above was due to several factors. These include:

(1) Implementation of a sorting and grading system. (2) Utilization of refrigerated display at all times and subsequent monitoring

of temperatures and relative humidity to maintain fresh appearance of produce.


TABLE 7

HOW CONSUMERS ( '&) I N DIFFERENT LOCATIONS RATE THE QUALITY OF HOT PEPPERS PURCHASED AT RETAIL

OUTLETS I N TORONTO, CANADA, 1989

Hot pepper consumers "b j

Malton Sca rborough

Retail ou t l e t s and qual i ty r a t ings

Farmers ' market"

Excellent

Good

Fair

Poor

Roadside markety

Excellent

Good

Fair

Poor

Supe rmarke tZ

Excellent

Good

Fair

Poor

0 . 0

4 2 . 1

2 0 . 8

2 7 . 1

0 . 0

31.1

4 1 . 2

2 7 . 0

2.5

7 5 . 6

6 . 3

1 5 . 6

0.0

36.9

31.6

31.5

0 . 0

2 8 . 8

47 .7

2 3 . 5

3 .1

7 4 . 9

8 . 8

1 3 . 2

119

~ ~~

Chi-square y 2 = 8 . 1 0 , d . f . = 3. signif icant a t 0 . 0 5 level

y Chi-square y 2 = 9 . 2 1 . d . f . = 3. s ignif icant a t 0 . 0 5 level

Chi-square jr' = 10.21, d . f . = 3 . s ignif icant a t 0 . 0 5 !eve1

(3) Prepackaging in small consumer units such as 0.5-1 kg bags in preference

(4) Providing a clean shopping environment and (5) Friendly atmosphere

The outcome of the above accounted for the greater frequency of visits and preference to supermarkets versus other retail outlets (Table 1). Analysis of the data supported these claims further since a significantly higher percentage of supermarket as against roadside or farmers' market consumers had the following favorable attributes: display of better quality produce (Table 7), the lowest level of bruising (Table 3) and postharvest losses (Table l ) , as well as the lowest level

to large units.


of damages pertaining to other quality attributes, such as softening and decay (Table 3).

Furthermore, supermarket retailers were able to supplement the above with the implementation of other consumer services, which were used as a competitive strategy similar to those outlined in studies reported by Peters and Waterman (1982), Heskett (1987) and Prince et al. (1990). These were product availability throughout the seasons, product discounts on special days of the week, advertis- ing, and coupons for product discounts.

Pesticide residues on produce was not interpreted as a factor relating to quality enhancement by consumers. Up to 61 % of consumers in each retail outlet considered pesticide residues as detrimental to produce quality, and although ranked sixth or seventh in Table 6, there was ample evidence in Table 4 to support the findings of McCracken and Marotz (1989), Henneberry and Willoughby (1989), Blane (1990), Cook (1990), Armbruster (1990), Preston and McGuirk (1990) and Muller ef uf. (1991) about consumers safety concerns associated with chemicals and pesticide residues. In previous studies, Gahr (1988) highlighted major constraints to future vegetable trade agreements as consumers become more con- cerned with possible health risks of pesticide and chemical residues in foods. The likely effect of this on the demand for government intervention to regulate pesticide content in vegetables with the potential of significantly shifting comparative ad- vantages were also discussed (Gahr 1988). The future expansion of export trade in fresh hot peppers could be jeopardized if local producers and exporters fail to minimize the use of pesticides to control the more recent experiences in Trinidad and Tobago with thrips and mites infestations that resulted in drastically reduced yields (Jones 1988). Alternatives, such as biological control or organic farming as well as biotechnology products, would therefore have to be given priority in research and development programs (Greene and Zepp 1989). Already, according to Armbruster (1990) biopesticide and genetically engineered pest-resistant fruit and vegetable varieties of other crops are currently under development.

Grades and standards appeared to be critical solutions to alleviate postharvest damages as observed by farmers and roadside market consumers as compared with supermarket consumers (Table 4). Fewer refrigerated displays, and the need for improved product sanitation contributed to these differences (Table 4). It could also explain the differences in consumer choice to shop at these outlets (Table 1) as well as the low percentages of consumers opting for sorted and graded produce as reasons for shopping at farmers and roadside markets versus supermarkets (Table 1). Sorted and graded produce ought to reflect consumer-desired quality characteristics (Armbruster 1990), but the data analyzed in Table 6 showed that the combination of quality attributes in hot peppers were viewed differently by consumers in the three retail outlets, because the regular outlet at which they shopped may have created a different expectation for quality than the other outlets. This raises the question according to Moulton (1989) of the adequacy of grades to foster competition and meet consumer needs.


The emergence of clearly defined types and contrasting consumer retail outlets in this survey appear to coexist in both locations in Toronto, Canada. These repre- sent the quality-conscious consumer who is demanding high quality produce to commensurate with changes in income levels (Table 5 ) and the value-conscious consumer who is looking for price and quality (Table 2). However, two major yet seemingly divergent consumer trends, convenience-seeking and the link between intrinsic consumer-desired qualities and health and safety concerns will require an integrated approach in food marketing and postharvest technology. Understanding consumers will be a critical factor in integrating both in an effort to develop efficient target market approaches. This according to Cook (1990) would require extensive data collection of consumer preferences and purchasing behavior in a properly coordinated information management system.

In order for exporters to tap fully the potential for increased consumption of hot peppers in Canadian retail outlets, the emphasis must be on pungent cultivars with consistent quality levels to achieve maximum shelf-life and retention of flavor components for both quality-conscious and value-conscious customers. Matching postharvest techniques with the needs of consumers at each retail outlet and developing more innovative and aggressive merchandising strategies would have positive results.

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