Perception and Attitude of Consumer Patronage of Ghana-Grown Rice: Evidence from Kumasi, Ghana

Increasing human population, urbanization, and changing consumer trends have contributed to the emergence of rice as the leading staple food in Ghana. Despite its importance in the Ghanaian diet, patronage and consumption of locally grown rice are not yet widespread. This study investigates consumer patronage of locally grown rice in the Kumasi Metropolis, Ghana, and fills a critical gap in understanding the specific factors that influence consumer preferences in urban settings. Data were collected through a cross-sectional survey of 120 respondents across different income categories using a multistage sampling technique and analyzed using descriptive statistics, a Probit model, and Kendall's coefficient of concordance. The study found that cooking quality, palatability, colour, and fragrance were the primary attributes that influenced consumer preferences. Probit analysis revealed that income and the frequency of rice consumption significantly influenced the likelihood of purchasing locally grown rice. Specifically, a higher income decreases, while frequent rice consumption increases the likelihood of choosing local rice. Key constraints identified include perceived high cost, limited availability, and concerns about the quality of rice. This study recommends that local rice producers, agricultural organizations, and government bodies should make efforts to improve the sensory and culinary qualities of locally grown rice through improved processing techniques, increased promotion, and campaigns to ensure the commodity is readily available to consumers. These strategies aim to boost local rice consumption and support agricultural sustainability and food security in Ghana.