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Does Rice Quality Matter? Understanding Consumer Preferences for Rice in Nigeria

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  • Peterson-Wilhelm, Bailey
  • Nalley, Lawton Lanier
  • Durand-Morat, Alvaro
  • Shew, Aaron

Abstract

Rice is a staple crop in Nigeria. Even with a push to increase domestic production, little is known about the functionality of Nigeria’s open bag markets and the preferences of consumers for specific rice attributes. Our study uses a hedonic price model to identify quality attribute preferences of consumers and potential market failures. Our results indicate that Nigerian consumers prefer rice with homogenous long slender kernels and a low presence of broken rice and are indifferent to chalkiness. The findings are useful as they can inform future strategies for rice breeders, domestic policy makers, and rice exporters.

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  • Peterson-Wilhelm, Bailey & Nalley, Lawton Lanier & Durand-Morat, Alvaro & Shew, Aaron, 2022. "Does Rice Quality Matter? Understanding Consumer Preferences for Rice in Nigeria," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 54(4), pages 769-791, November.
    • Handle: RePEc:cup:jagaec:v:54:y:2022:i:4:p:769-791_11
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