A sample survey of consumer preferences was conducted in order to determine what characteristics should be given highest priority in a pumpkin (Cucurbita moschata) breeding program for Puerto Rico. A total of 527 people from all regions of the island participated in the survey. Very few preference differences were found due to regions, age groups, sex, or frequency of consumption. Pulp color was the most important characteristic considered when purchasing pumpkin. Most participants preferred an orange-yellow internal color. Skin color was also an important consideration. Respondents strongly preferred a 'pinta' or piebald pumpkin skin. Fruit size was important to many surveyed: most preferred a medium size fruit. Most respondents said they bought pieces rather than whole fruit. Skin type and fruit shape were not important considerations for most respondents. In addition to selection for increased yield, a pumpkin breeding program for Puerto Rico should emphasize selection of genotypes with deep orange-yellow pulp, a 'pinta' skin color and medium-sized fruits.