Consumer Behaviour:


Consumer Behaviour:

Pre-packaged Salads: What Explains Their Popularity?

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22nd, January 2013

Today, the pre-packaged salads have become more popular in the market as even more people consume them. There are various reasons that can account for this situation. These reasons are in form of external and internal factors that have made the pre-packaged salads popular. Internal factors mainly involve those factors that determine a consumer’s perception of them, and what their ideal image is. These factors are influenced by the consumer themselves as individuals. Therefore, the kind of lifestyle one chooses to lead will determine their decision to purchase pre-packaged salad or not.  Currently, many people are concerned with healthy living and healthy eating. Therefore, most will prefer to spend on salads than on fast foods, which are unhealthy. In addition, those who want to obtain their ideal self-image of a slim physique will also make a choice of what to purchase depending on their goals. These will prefer salads due to their nutritional value, and the fact that these are healthy to eat (Solomon, Zaichkowsky & Polegato, 2011).

External factors influencing sale of pre-packaged salads include family decision and influence or opinions of groups. Some families have working mothers who do not have sufficient time to spend in the kitchen preparing salads; therefore, pre-packaged salad comes in handy. In addition, most students lack time for the kitchen, so, they will prefer to buy pre-packaged salad as a timesaving strategy. The factor of buying and disposing mainly affects single consumers who cannot buy and prepare salad for a single meal, as most will be disposed, thus going to waste. Therefore, such consumers will buy the pre-packaged salad, which comes in different quantities, and which does not go bad easily when it is left over (Solomon, Zaichkowsky & Polegato, 2011).

It is more likely that the sale of pre-packaged salads will continue to grow in the coming years. This is because people are continuously being made aware of healthy eating for better lives. Many people are therefore, drifting from fast foods and processed foods to the more natural foods, including vegetables and fruits. In addition, research shows that most young women are getting an education, therefore, most future mothers will be working mothers, with knowledge in healthy eating, thus these are more likely to purchase pre-packaged vegetables, because of its convenience and health value. To increase the sale of pre-packaged vegetables, the concerned companies need to invest in more advertising. This is to make more consumers knowledgeable about the pre-packaged vegetables, and to popularize pre-packaged salads and vegetables. Additionally, these companies should avoid using genetically modified crops.

The decision to buy pre-packaged vegetables is largely influenced by the consumer’s economic status. Vegetables and fruits have a higher cost than most foods; therefore, if one is not economically stable, they might not afford a consistent supply of fresh fruits and vegetables. This especially affects those families with only one parent as the breadwinner, or a single mother with children. Affording a consistent supply of vegetables and fruits for the whole family might become strenuous. On the other hand, families with both parents as breadwinners will not mind the high cost of the vegetables, as they can comfortably afford (Solomon, Zaichkowsky & Polegato, 2011).

            In order to identify the reasons why some consumers do not buy pre-packaged vegetables, one has to carry out a research among a representative population. This should be a face-to-face interview for trusted results. Most responses would point out to the high price of the vegetables compared to the cheaper fast foods. Therefore, basing on the economic status of a person, one may tell whether they consume or do not consume pre-packaged vegetables. In addition to face-to-face interviews, questionnaires could be supplied to various points, such as fast food joints, where most of this type of consumer will be easily found.


Solomon, M., Zaichkowsky, J. & Polegato, R. (2011). Consumer Behaviour: Buying, Having,

and Being, 5th Ed, Toronto, ON: Pearson Education Canada.

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