Abstract
Pawpaw is one of the tropical fruits that are produced and consumed in various forms all through the year in Nigeria. A field research survey was undertaken to study the consumer preference and analyze consumer behaviour regarding pawpaw in Ibadan, Oyo State Nigeria, during the period of June to November 2013. Two hundred and fifty consumers were selected in the metropolis at random for the interview using structured questionnaires. Data were analyzed using descriptive statistics and chi-square. The result of the analysis showed that 52% of the respondents were female while 48% were male. Most of the respondents were between 25 and 44 years (68.4%) and married (74.8%). Study revealed 65.6% consumed pawpaw in both peak and lean seasons attributing their reasons to health benefits >taste >colour>price. Preferred attributes of pawpaw include: oblong shape (36.4%), medium size (41.2%), yellow flesh colour (53.6%) and slightly green fruit colour (41.2%). The chi-square values showed that there was no significant difference in the response on shape (p>0.05). However, responses about size, flesh colour, fruit colour and amount willing to pay differ significantly (p price>size>colour > shape determine purchase decision of pawpaw. The study recommends intensive research into development and multiplication of pawpaw varieties that have appealing characteristics to consumers for increased demand.
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