Business purchasing behavior in the marketing of oranges

Abstract

Brazilian purchasing behavior and problems found in the commercialization of oranges to business, were identified as related to the Brazilian supply of 30% of world production of oranges and 49% of national fruits. A questionnaire was completed by managers of commercial establishments in the city of Ribeirao Preto to define purchasing behavior and problems found in buying and commercialization of oranges. Answers pointed out actions for improved marketing of oranges and orange juice for this supply chain as well as suggestions for quality and image improvement as perceived by end users. The importance of understanding these buyers in the decisions of the overall chain was highlighted both for new product development and campaigns to promote national consumption of oranges and orange juice.