Producers and sellers of popcorn consider two major factors in evaluating the quality of popcorn: what percentage of the kernels will pop, and how much each popped kernel expands. Expansion is an important factor to both the consumer and vendor. For the consumer, larger pieces of popcorn tend to be more tender and are associated with higher quality. For the grower, distributor, and vendor, expansion is closely correlated with profit: vendors such as theaters buy popcorn by weight and sell it by volume. For both these reasons, higher-expansion popcorn fetches a higher profit per unit weight.