摘要：The aim of the research was to analyze the consumer behavior of fresh fruits and vegetables (FFV) in the farms’ market of Tupa-SP. For this, it were identified the demographic and socioeconomic profile and the farms’ market visitors’ consumption behavior, and it was verified the influence of social and personal factors over the behavior of these comsumers. It were interviewed 227 costumers, defined by a non-probabilistic and convinience sampling, distributed proportionately among the farms’ market. It was observed that the FFV comsumer behavior is influenciated by social factors (family and friends) and personal ones (gender, age, familiar income, education level , marital status ) The low fidelity of the consumers show the needs of actions that enhance the benefits of buying in the farms’ market, when compared with another places. The analysis enabled the perception of the interviewed consumer behavior, conducting to identify questions related to the development of the farms market, promoting the city economy.
关键词：Feiras livres;FLV;Hábitos de consumo;Perfil do consumidor;Agronegócio
