Pepper fruits - consumer preferences in Serbia

In Balkan cuisines, as well as in Serbia, pepper (Capsicum annuum L.) has a very diverse use. Knowledge about consumer preferences is of great importance for a breeding process as well as in market-orientated production. According to the authors’ knowledge, there is little data in the literature about consumer preferences in terms of pepper fruit shape, colour and hotness, especially in the region of southeast Europe and Serbia. An online survey to collect data regarding consumer preferences was conducted via Google forms. Four hundred and two participants (52% females and 48% males), answered the survey questions. In the questionnaire, participants were asked about basic personal data: gender, education level, and age.