Factors Influencing Urban Consumers' Choice of Processed Fruit and Vegetables in Sri Lanka

Abstract

This study was aimed at exploring urban consumers’ perceptions towards processed fruit and vegetable products in Sri Lanka. Purposive sampling and multistage sampling were employed in the sample selection of traders and consumers, respectively. A pre-tested structured questionnaire was used to interview selected traders (30) and consumers (384) in the Colombo, Gampaha, and Kandy districts. In terms of processed fruits and vegetables 172 local and 110 imported brands are available in the surveyed supermarkets and special outlets in surveyed areas. It was found that, frequently consumed major processed fruit and vegetable products are sauce (58.59%) and jam (34.38%). Family preference (68.23%) and convenience (48.44%) are the major reasons for consumption of these products. Not being healthy for some diseases (69.27%) and quality assurance issues (66.93%) are major factors that prevent consumption of some types of processed fruit and vegetable products. Majority (55.62%) of the consumers suggested ensuring the quality and standards of processed fruit and vegetables products. Consumer-oriented product development and novelties in fruit and vegetable processing are recommended. Further, there is a need for effective and stringent policies for the development of the processed fruit and vegetable industry in Sri Lanka.