3.1. Word association taskCategorie

3.1. Word association task
Categories identified in the word association task are shown in
Table 3. The categories mentioned by a higher consumer percentage
were Fresh (40%), Easy/Practical (25%) and Healthy (22%). This
indicates that when consumers thought of a ready-to-eat salad in
general, the associations generated were mostly positive. Negative
associations, such as Distrust, Expensive, Artificial, Unappetizing and
Not Fresh/Deteriorated, were also mentioned but by a lower percentage
of consumers.