Consumer preferences for fig fruit (Ficus carica L.) quality attributes and postharvest storage at low temperature by in-store survey and focus group

Fig (Ficus carica L.) is cultivated mainly in southern Italy and in severalcountries of the Mediterranean area. According to official statistics the quantities offresh fig placed on domestic market are low, though the home consumption is knownto be relatively high in summer. The objective of this study was to discover consumers’preferences for sensory, quality attributes of fresh fig and primary drivers of liking, inorder to enhance fruit marketing value. An in-store consumer test and two focusgroups were carried out to assess preferences in regards to fresh figs after 3 and 7days of storage at low temperature: the selected sensory, intrinsic and extrinsicattributes were ranked by consumers. Spearman rank-order correlation coefficientwas applied. Results demonstrate that intrinsic and extrinsic attributes of fig are notthe key drivers of liking, contrarily the sensory attributes are. Sensory qualities offruit are the main drivers for purchasing. Consumers’ acceptance after 7 days ofstorage was good. Values of correlations between in-store evaluations and of focusgroup ones demonstrate the effectiveness of the storage at low temperature. Theseresults may be important for future improvements in postharvest research andmarketing actions in regards to consumers.