Assessment of Consumers’ Preference for Local Rice in South West, Nigeria

Adeyonu, A. G. and Ajiboye, B. O. and Faronbi, O. A. and Aminu, T. and Awe, Toluwalase and Olayiwola, Ibukun Elizabeth Assessment of Consumers’ Preference for Local Rice in South West, Nigeria. International Journal of Research and Scientific Innovation.

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Abstract

The research work examine consumers preference for local rice in South west, Nigeria. It specifically described the socioeconomic characteristics of local rice consumers in the study area. Data of 150 household was collected through a wellstructured questionnaire. Tobit regression model and likert type of measurement were used to measures the collected parameters.The results of the analysis shows that consumption is consistent among 59.3% of the respondent.The choice of local rice consumption is evident by their positive perceptions that local rice is healthy, have good taste and superior in quality than polish rice. Although some claim less utility in local rice consumption because it’s less attractive, look dirty and less friendly in term of cooking, Ofadabrand of local rice is still the most preferred. The study also reveals thathousehold size, quality, ease of cooking and market price have significant influence on the consumer’s decision

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