The objective of this work was to conduct a research on the banana consumption preference in the city of Cruz das Almas, Bahia. The results showed that 94 people were female, 82 males and 10 did not report, totaling 186 respondents. Regarding banana consumption, 44.0% reported consuming the fruit daily because of its nutritional value (29.0%). The attribute obtained 45.0%, being the preference for the cultivar Prata (51.0%). A percentage of 46.0% was observed for in natura consumption. The largest purchase site was in free markets with 59.0%. With this, the banana consumers preferences allow to establish strategies for the development of new cultivars.