A survey of urban and peri-urban consumers in major market centers and residential estates in Metro Manila and CALABARZON in the Philippines was conducted to determine their purchasing behavior for fresh soursop as influenced by demographic characteristics and preferences. Household income, education and household size were strongly correlated with consumer preference on soursop attributes. As household income increased, consumers tended to look for more desirable attributes which can be classified into search (size, color, peel thickness) and experience (taste, juiciness and pulp texture). Education had a similar influence but to a lesser extent. Consumer household size and fruit size also showed marked correlations, indicating that larger households (those with more members) bought larger fruits. Using cluster analysis, two consumer segments, the size/shape conscious and the taste-discriminating groups were identified. Majority of the consumers were not satisfied with the soursop purchased due to quality defects such as pulp hardening, sour or off-taste, and fruits that did not ripen and fruits with insect/disease damage, which had an adverse impact on their repeat purchase. Moreover, the resulting losses from fruits with defects also impacted on income of stakeholders, particularly the farmers and traders. Quality improvements in the soursop supply chain can, therefore, be undertaken to provide the quality of fruits that will satisfy the different types of consumers, and to reduce losses to increase income of farmers and traders.