Abstract Breeding crops for improved flavor is challenging due to the high cost of sensory evaluation and difficulty connecting experience chemical composition. The main goal this study was identify drivers sweetness consumer liking fresh strawberries ( Fragaria × ananassa ). Fruit 148 strawberry samples from cultivars breeding selections were grown harvested over seven years subjected both ana...

Pioneered by American economist Paul Samuelson, revealed preference theory is based on the idea that the preferences of consumers are revealed in their purchasing behavior. Researchers in this field have developed complex and sophisticated mathematical models to capture the preferences that are “revealed” through consumer choice behavior. This study of consumer demand and behavior is closely ti...