Pork consumption in Brazil is still low despite its productive importance. Relevant issues such as swine breeding, meat quality, and evaluation of aspects and attributes considered important by pork consumers at the time of purchase allows identifying consumer market demands. Moreover, physical parameters evaluation or pork cuts are suggested to certify the meat quality. The aim of this study was to identify the current situation of pig farming and determine the main aspects considered by consumers when buying pork in the Western region of Paraná state, Brazil. Furthermore, the physical properties of five pork chop brands marketed in the region were determined. Initially, an exploratory research was conducted involving ten pig farming sector professionals. This research allowed identifying that professionals understand the factors affecting meat quality and that some municipalities in the region are beyond their absorption capacity for pig production market. A descriptive research involving one hundred pork consumers showed that, although most prefer beef, 41% reported to consume pork 2 to 3 times a week. Pork chops and ribs are the preferred cuts, either fried or roasted. Details such as expiration date and federal inspection register were considered the most important aspects at the time of purchase, while price was the least important one. The meat color was the most mentioned sensory attribute. The physical analyses of five pork chop brands showed no pH difference (p > 0.05), water holding capacity, and cooking loss results, distinctive from the one observed for color (L*, a* and b*) and shearing force, which showed differences among the brands (p ≤ 0.05). Comparing pH and L*, it can be suggested that two brands showed normal meat characteristics, one DFD meat (pH > 6.0 and L* < 45), and other two brands PSE (pH < 5.8 and L* > 50). The research contributed to identifying features considered important by pork consumers, suggesting strategic actions to achieve greater preference and consumption index. The evaluation of physical parameters showed there is variability involved in pork chop quality as the samples were obtained from commercially different origins and under different processing and storage conditions. ResumoO consumo de carne suína no Brasil ainda é baixo, apesar da importância produtiva. Questões relevantes a suinocultura, qualidade da carne e avaliação de aspectos e atributos considerados importantes por consumidores no momento da compra possibilitam identificar a demanda do mercado consumidor. Além disso, a avaliação dos parâmetros físicos de cortes é sugerida para atestar a qualidade. Este trabalho teve como objetivo identificar a situação atual da suinocultura e determinar os principais aspectos e atributos considerados pelos consumidores no momento da compra de carne suína na região Oeste do Paraná. De forma adicional, os parâmetros físicos de cinco marcas de bistecas suínas comercializadas na região foram determinados. Inicialmente, uma pesquisa exploratória foi realizada com dez pr...