Consumer preference for quality attributes of rice
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Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
Paddy cultivation serves as the major coping strategy for 800,000 families in Sri Lanka. The average paddy productivity has reached to 4.3 t/ha in 2013 while the annual per capita consumption is 116 kg/year (DCSL, 2013). Rice remains as the staple food of the country and the consumers have different preference for different quality attributes of rice through which they derive consumer utility. Hence, it is important to identify the quality attributes of rice preferred by different consumer segments. This information is of vital importance for farmers to enhance the supply catering to the consumer demand. Therefore, the main objective of this study was to identify different rice quality attributes and their levels as valued by the consumer choice.
Methodology
The study was conducted in Gampaha District in 2014 with 63 consumers selected using stratified random sampling. Four quality attributes and three levels per each were selected using focus group discussion. A fractional factorial design (1/3) was used to reduce the full profile. Data was collected using Semi structured pre-tested conjoint questionnaire. The significance of the selected attributes was tested using ANOVA and part-worth utilities were estimated by a logistic regression. The relative importance of each attributes was also calculated.
Empirical model
Consumer preference is non parametric attribute. Conjoint analysis (CA) is the most widely used method to analyse consumer preference. A set of hypothetical products is defined by combining product attributes at various levels. Consumers are asked to evaluate their overall preference rating or ranking of the hypothetical products. The final step of CA involves choosing an appropriate composition model and estimating the buyer’s part-worth utilities (Harrison, 1998).
Description
Keywords
Agriculture, Export Agriculture, Crop Production, Crop Production Technology, Rice Research Development, co