Consumer Preferences for Traditional Aromatic Rice: Policy Implication and Recommendation.

This study seeks to ascertain urban consumers’ preferences for traditional aromatic rice varieties vis-a-vis conventional aromatic rice varieties. It used a mixed method approach that includes focus group discussion and key informant interviews to get first-hand information relating to consumers’ perception and preferences, and then utilizes quantitative analysis of survey data to determine factors affecting consumer preferences. The results suggest that consumers, who are aware that traditional aromatic rice varieties are cultivated without the use of chemicals and pesticides, prefer to purchase traditional aromatic rice than conventional aromatic rice. They also believe that traditional aromatic rice varieties are tastier and healthier. Income is not only found to be important determinant of people’s evaluation of the importance of ‘nutrient content’, ‘environment friendliness’ and their disposition towards reading labels during the purchase but also act as a predictor of the willingness to pay higher price for traditional aromatic rice varieties in comparison to conventional aromatic rice varieties. The results provide insights to retailers to target the identified segments and policy makers about changing consumers’ preferences for a non–toxic and environmentally friendly traditional aromatic rice varieties.