Does Rice Quality Matter? Understanding Consumer Preferences for Rice in Nigeria. (16th November 2022)

• Record Type: Journal Article
• Authors: Peterson-Wilhelm, Bailey; Nalley, Lawton Lanier; Durand-Morat, Alvaro; Shew, Aaron
• Is Part Of: Journal of agricultural and applied economics. Volume 54:Number 4(2022)
• Page Start: 769
• Page End: 791
• Publication Date: 2022-11-16
• Subjects: Consumer preference -- Nigeria -- quality attributes -- rice; Q10 -- O13 -- Q13; Agriculture -- economics; Agriculture -- Economic aspects -- Periodicals; Agriculture -- Economic aspects -- Southern States -- Periodicals; Agriculture -- Economic aspects -- United States -- Periodicals; Agriculture -- Aspect économique -- Périodiques; Agriculture -- Aspect économique -- États-Unis -- Périodiques; Agrarökonomik; Agrarmarkt; USA; Welt; Agriculture -- Economic aspects; United States; Periodicals; 338.10975
• DOI: 10.1017/aae.2022.38
• Languages: English
• ISSNs: 1074-0708

Abstract

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.