Consumer behavior regarding the food market is changing and is affected by several factors. Significant part of the consumer's decision to buy fruit takes visual marketing, mainly the shape of fruit and color as well as some other sensory characteristics such as aroma or flavor. Fruit purchase is also affected by dietary habits, which are created mainly during childhood. Consumer decision-making process is affected by own experience, the brand, as well as the reputation of the producer, the country of origin and others. Identifying of customer needs and examining their buying behavior is the basis for developing strategies and advertising campaigns. These activities can increase product sale.

Horská and Berčík (2014) examined the effect of light on the purchasing decisions of consumers and the perception of lighting on the food market. Consumer attitudes to food safety was investigated by Nagyová et al. (2018), Serenčéš a Rajčániová (2007), perception of food safety in Slovakia by Golian et al. (2018), differences in consumer behavior at organic product purchase by Vietoris et al. (2016); Kádeková et al. (2017).

Epidemiologic evidence of a protective role for fruit and vegetables in cancer prevention is substantial. The strength of this scientific base guides US national policymaking in diet and health issues and facilitates community and local programs that address national dietary goals to increase fruit and vegetable consumption (Duyn, Duyn and Pivonka, 2000).

Positive effects of fruit have been attributed to their antioxidant activity, which depend mainly on the content of polyphenols and vitamins in fruit (Lamien-Meda et al., 2008). The most important antioxidants include vitamin C, vitamin A and its precursor beta-carotene, vitamin E, trace elements – zinc, copper, selenium and iron, ascorbic acid, tocopherol, lycopene (Lenucci et al., 2006). The most frequently occurring elements are potassium, sodium, magnesium, calcium, chlorine, sulfur and phosphorus. Fruit contain also a number of important minerals, organic acids, vitamins, tannins, enzymes, flavonoids, aromatic substances. Cohort studies demonstrates that increased consumption of fruit and vegetables from less than 3 to more than 5 servings per day is related to a 17% reduction in coronary heart disease (CHD) risk (He et al., 2007).

A diet rich in fruit and vegetables significantly reduces the risk of lifestyle diseases such as cardiovascular disease, atherosclerosis, cancers, diabetes mellitus (WHO, 2004). Based on several epidemiological studies it was shown that the intake of foods rich in antioxidants, especially fruit and vegetables, cereals and some natural oils increases the concentration of antioxidants in the blood, and is associated with a decrease in mortality and some chronic diseases such as the obesity (Bes-Rastrollo et al., 2006).

Several healthy foods such as olive oil, fruit, vegetables, nuts, legumes, have been inversely associated with depression risk and even have been postulated to improve depressive symptoms (Lang et al., 2015). Polyphenol content and antioxidant activity in varieties of apple and pear were observed by Mendelová et al. (2011), in bilberry Habánová et al. (2013), in cranberries and blackberries Vollmannová et al. (2014). Changes in the composition of orange juice have been examined by Sádecká et al. (2014), in a strawberry juice by Predná et al. (2016), in grapefruit juice by Belajová et al. (2017). Degradation of ascorbic acid in orange juice observed Aguirre et al. (2019); Kopuncová et al. (2018); Aguilar et al. (2017); Lu et al. (2018).

The aim of this work was to analyze behavior of consumers at fruit consumption, to search for knowledge awareness/level about antioxidants in foods, to examine which kinds of fruit people prefer and the form(state) of fruit most commonly consumed by Slovak consumers, and if depending on their place of residence.

Preference of fruit and frequency of fruit consumption at Slovak consumers and their awareness of antioxidants importance in human nutrition were monitored by questionnaire technique. The survey was performed from March till May, 2018. The questionnaire consisted of 9 questions and 4 issues classificating age, sex, place of residence and economic activity of respondents.

Questions were as follows:

Have you heard about the presence and importance of antioxidants in fruit?

Sample group consisted of 220 respondents, women represented 50%, men 50%. Structure of respondents by age was as follows: young people aged 18 – 25 years accounted for 53%, age group 26 – 40 years was represented by 16%, age group 41 – 55 years up 21%, respondents aged over 56 years accounted for 9% of the group. Structure of respondents according to their economic activity: 45% of students, 37% employed, 11% unemployed and 7% retired. The place of residence was at 40% respondents living in the town and 60% in the village.

Antioxidants present in fruit protect the human body against undesirable chemical reactions, increase the resistance of the body, support the immune system, contribute to healthy skin and act against aging of cells. Antioxidants affect nervous system function, particularly the functioning of the brain (Kindersley, 2001). Jennings et al. (2012) state that the increased frequency of total flavonoid intake significantly reduces blood pressure and contributes to the overall reduction in the risk of cardiovascular diseases.

We monitored respondent awareness about the importance and presence of antioxidants in fruit. 85% of respondents had information about the presence of antioxidants. For the most used sources of information on antioxidants, respondents identified the internet (29% of respondents) and media (28% respondents) school 18%, magazines 17% (Figure 1). As antioxidants they recognise vitamins (47% of respondents), minerals (29%), 20% of coenzyme Q10, and only 4% of flavonoids and polyphenols. People should consume over 1 g of flavonoids and phenolic acids daily (Rui, 2003). The fruit can be consumed fresh as well as frozen, canned or otherwise modified. We determined that consumers prefer to have fresh fruit (54% of respondents), 18% of respondents prefer fruit juices, compotes 12%, fruit spreads reported 11% of respondents and 5% of respondents prefer dried fruit (Figure 2).

Consumption of fresh fruit and fruit products per capita and year (in terms of fresh fruit) in Slovakia observed Meravá (2018). Consumption of fruit per capita and year reached 60.5 kg in 2017, consumption of fresh fruit reached 42.4 kg per person per year.

The qualitative properties of fresh garden fruit were analyzed by Hegedüsová et al. (2016), Mezey and Paulen (2003), the organoleptic characteristics of fruit and fruit juices during various storage conditions were evaluated by Ozarda, Demirkoz and Özdemir (2015).

Modern trend knowledge in consumption and applying a healthy lifestyle also include consumer decision makers. By linking of current scientific knowledge and practice in the field of new fruit processing technologies, innovative multi-component products are developed, like smoothie.

We can conclude that 85 % of respondents have some information on the presence ofantioxidants in fruit. Almost one-third of respondents eat fruit once to three times per week, 26 % respondents consume fruit once a day, 23% occasionally and 20 %respondents several times a day. Consumers prefer to consume fresh fruit (54% of respondents), 18% of respondents prefer fruit juices, compotes are prefered by 12%, fruit spreads reported 11% of respondents and 5% of respondents prefer dried fruits. Most often is fruit purchased in supermarkets (48%). Directly from producers is fruit obtained by 19%, in wholesale/retail stores 17%. Similarly, 17% of respondents obtain the fruit directly at the small local markets. Respondents living in the village often consume fruit, but statistically significant difference between respondents from village and town was not confirmed. Information obtained suggest that the importance of fresh fruit and juices containing natural antioxidants is quite well known, but their annual consumption is in fluctuating character.