Assessment of Consumers’ Preference for Local Rice in South West, Nigeria

International Journal of Research and Scientific Innovation (IJRSI) | Volume VI, Issue III, March 2019 | ISSN 2321–2705

Assessment of Consumers’ Preference for Local Rice in South West, Nigeria

Abigail Adeyonu^1*, Babatunde Ajiboye¹, Tobi Aminu², Opeyemi Faronbi¹, Toluwalase Awe1and Ibukun Olayiwola¹

¹Department of Agricultural Economics and Extension, Landmark University, Omu-Aran, Kwara State, Nigeria
²Department of Agriculture and Resource Economics, Federal University of Technology, Akure, Nigeria
*Corresponding author

Abstract: – The research work examine consumers preference for local rice in South west, Nigeria. It specifically described the socioeconomic characteristics of local rice consumers in the study area. Data of 150 household was collected through a well-structured questionnaire. Tobit regression model and likert type of measurement were used to measures the collected parameters.The results of the analysis shows that consumption is consistent among 59.3% of the respondent.The choice of local rice consumption is evident by their positive perceptions that local rice is healthy, have good taste and superior in quality than polish rice. Although some claim less utility in local rice consumption because it’s less attractive, look dirty and less friendly in term of cooking, Ofadabrand of local rice is still the most preferred.
The study also reveals thathousehold size, quality, ease of cooking and market price have significant influence on the consumer’s decision.

Keywords: Assessment, Consumer, Preference, Local Rice, Tobit

I. INTRODUCTION

The perception of consumer on the preference for locally produced rice over the parboiled or imported remain a point of concern for a production manager or farmer and all stakeholders. This is attributed to the fact that the production is unfinished until products gets to the final consumer. The switch of urban consumption from local coarse local rice to imported rice can be explained by consumers’ perception that local rice is of inferior quality (FAO, 2016). Owing to a large percentage of foreign matter and low levels of postharvest grading and sorting, local rice fails to meet expectations concerning reduced workload and time spent on sorting and cooking rice, and hence falls short relative to imported rice in this convenience dimension.(Demont et al, 2013). This explains critically, reasons why imported rice is preferred in many countries to local producing rice, with Mali, Gambia and Guinea as exceptions (United State Agency for International Development. (FAO, 2000, FMARD, 2012)

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