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Assessing the effect of consumer purchasing criteria for types of rice in Togo A choice modeling approach


  • Fiamohe, Rose
  • Seck, Papa Abdoulaye
  • Nakelse, Tebila
  • Diagne, Aliou


Many reports on consumer preference in West Africa indicate that consumers prefer imported rice to locally produced rice due to the inferior grain quality of the latter. Complementing these reports, this study was undertaken to provide valuable information to researchers and policy makers on consumer criteria for selecting alternative types of rice in Togo. Using a multiple correspondence analysis on 336 respondents in 15 prefectures in Togo, the results highlighted the features cleanness, whiteness and taste as the first, second and third purchasing criteria respectively for non-parboiled imported rice while the choice of non-parboiled local rice was based on taste, swelling capacity and, again, taste as the first, second and third selection criteria, respectively. These results were reinforced by using a random utility model to perform the consumer utility analysis and their willingness-to-pay for the most important purchasing criteria of rice types. The results clearly showed that the surveyed consumers preferred non-parboiled imported rice to the non-parboiled local rice; the average utility of non-parboiled imported rice (2.198) was considerably greater than that estimated for non-parboiled local rice (-0.197) in the first purchasing criteria. To have the same level of utility provided by non-parboiled imported rice by consuming non-parboiled local rice, the surveyed consumers were willing to pay more for cleanness (231.2 FCFA/kg) and whiteness (263.5 FCFA/kg) in the first and second purchasing criteria categories, respectively. Although these results might have some limitations due to errors and inaccuracies in the consumer responses to the survey questionnaire, they do have implications for research and policy makers in Togo and the rest of West Africa.

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  • Fiamohe, Rose & Seck, Papa Abdoulaye & Nakelse, Tebila & Diagne, Aliou, 2013. "Assessing the effect of consumer purchasing criteria for types of rice in Togo A choice modeling approach," 2013 Fourth International Conference, September 22-25, 2013, Hammamet, Tunisia 161638, African Association of Agricultural Economists (AAAE).
  • Handle: RePEc:ags:aaae13:161638
    DOI: 10.22004/ag.econ.161638

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    1. Demont, Matty & Fiamohe, Rose & Kinkpé, A. Thierry, 2017. "Comparative Advantage in Demand and the Development of Rice Value Chains in West Africa," World Development, Elsevier, vol. 96(C), pages 578-590.
    2. Fiamohe, Rose E. & Kinkpé, A. Thierry, 2016. "Analysing potential demand for local rice in West Africa," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 249281, African Association of Agricultural Economists (AAAE).
    3. Abdulai Adams & Emmanuel Tetteh Jumpah & Kehinde Damilola Ilesanmi & Hajei Douri Bennin, 2019. "Analysis of parboiled rice processing in northern region of Ghana: determinants, constraints and opportunities," Asian Journal of Agriculture and rural Development, Asian Economic and Social Society, vol. 9(2), pages 284-297, December.
    4. Nakelse, T. & Dalton, T., 2018. "Are Urban Consumers in Niger Willing to Pay for Safe and Nutritious Food?," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277459, International Association of Agricultural Economists.
    5. Fiamohe, R. & Agossadou, A.J. & Kinkpe, T., 2018. "Contribution of improved processing equipment to rice value chain upgrading in West Africa: Evidence from Benin," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275966, International Association of Agricultural Economists.
    6. Ayeduvor, Selorm, 2018. "Assessing quality attributes that drive preference and consumption of local rice in Ghana," GSSP working papers 48, International Food Policy Research Institute (IFPRI).
    7. Bairagi, Subir K. & Mohanty, Samarendu & Ynion, Jhoanne & Demont, Matty, 2017. "Determinants of Consumer Preferences for Rice Attributes: Evidence from South and Southeast Asia," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258384, Agricultural and Applied Economics Association.
    8. Fiamohe, Rose & Diallo, Souleymane & Diagne, Aliou & Agossadou, Arsene, 2015. "Impact of the ECOWAS Common External Tariff on the Rice Sector in West Africa," 2015 Conference, August 9-14, 2015, Milan, Italy 211632, International Association of Agricultural Economists.

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