Consumer perception of whole watermelons

Area of Science:

• Horticultural Science
• Consumer Behavior
• Sensory Analysis

Background:

• Watermelon (Citrullus lanatus) varieties offer diverse sensory attributes influencing consumer choice.
• Understanding consumer perception is crucial for improving watermelon quality and sales.

Purpose of the Study:

• To investigate consumer perceptions of whole watermelon attributes.
• To identify key drivers of watermelon preference and purchase decisions.
• To segment consumers based on their watermelon preferences.

Main Methods:

• Utilized an online survey with 700 participants.
• Conducted focus groups with 25 participants.
• Analyzed quantitative and qualitative data to identify consumer preferences and clusters.

Main Results:

• Consumers prioritize rind color, sound, size, and price when selecting whole watermelons.
• Freshness, driven by sweetness, crispness, and juiciness, is the most critical characteristic.
• Preferred watermelons are seedless, oval/oblong, with dark green stripes, red flesh, and weigh 2.2-5.5 kg.
• Two consumer segments identified: value consumers and watermelon enthusiasts, with enthusiasts valuing attributes like 'local' and 'organic'.

Conclusions:

• Watermelon purchasing is quality-driven, with consumers willing to pay more for guaranteed sweetness and crispness.
• The ideal watermelon possesses specific visual and sensory attributes desired by most consumers.
• Improving quality assurance and marketing based on identified drivers can enhance sales and consumer satisfaction.