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Consumers’ Preference For Local Rice Brands In Ibadan Metropolis, Nigeria

Author

Listed:
  • Oluwakemi Adeola Obayelu

    (University of Ibadan Faculty of Agriculture and Forestry Ringgold ID 313102 Ibadan, Oyo NIGERIA.)

  • Janet Abiola Agbohin

    (Department of Agricultural Economics, University of Ibadan)

  • Omobolaji Olubukunmi Obisesan

    (Department of Agricultural Economics, University of Ibadan)

Abstract

Despite a self-sufficiency in rice production in Nigeria, there is a huge supply deficit of local rice, which is augmented by importation. This shows a low demand for locally produced rice and a high importation bill for rice. This study therefore assessed consumers’ attitude to and preference for locally grown rice in Ibadan metropolis, Nigeria. A multi-stage sampling procedure was used to select three hundred consumers using a questionnaire. Data were analysed using descriptive statistics, Likert scale and double-hurdle regression. Consumers spent about a third (31%) of their monthly food expenditure on rice consumption. Preference for local rice was lower (48%) than imported rice (52%). Cleanliness and absence of stones were major attributes consumers consider when purchasing local rice brands. The attitude towards consumption of local rice was very limited among the consumers. A marginal increase in household expenditure on rice reduces the probability of a consumer’s preference for local rice brands. Policy thrusts aimed at mitigating spikes in price of local rice will impact its consumption positively.

Suggested Citation

  • Oluwakemi Adeola Obayelu & Janet Abiola Agbohin & Omobolaji Olubukunmi Obisesan, 2022. "Consumers’ Preference For Local Rice Brands In Ibadan Metropolis, Nigeria," Food and Agri Economics Review (FAER), Zibeline International Publishing, vol. 2(1), pages 12-17, January.
    • Handle: RePEc:zib:zbfaer:v:2:y:2022:i:1:p:12-17
    DOI: 10.26480/faer.01.2022.12.17
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    References listed on IDEAS

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    3. Demont, Matty & Zossou, Esperance & Rutsaert, Pieter & Ndour, Maimouna & Mele, Paul Van & Verbeke, Wim, 2011. "Willingness to Pay for Enhanced Food Quality: Rice Parboiling in Benin," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114443, European Association of Agricultural Economists.
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