Abstract
The aim of the research was to recognize and evaluate apple consumers’ preferences in the aspect of quality and connections between preferences and features of consumers. The research was conducted based on the results of questionnaire surveys conducted among Lublin’ s inhabitants in 2004. It has been proved that demographic and social-economic features have a statistically essential influence on consumers’ preferences. In the opinion of consumers about high quality apple features the following order was determined: have no strange taste and odour, have no visible sign of disease and pests, fresh look, taste, have no mechanical injuries, juiciness of fruits pulp, have no unhealthy remains, hardness of fruits pulp, variety, fruit size. Considering the division of preferences contributes to increased effective promotion actions intended to increase of apple consumption, and promotion on specified segments of purchasers’ directions.
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