Bridging the Gap Between Consumer Preferences and the Development of Fragrant Rice Varieties in Malaysia

Over the years there was a shift in consumer preferences toward specialty rice due to health consciousness and lifestyle. Took initiatives, four types of fragrant rice known as MRQ 50, MRQ 74, MRQ 76 and MRQ 88 then were developed by the Malaysian Agricultural Research and Development Institute (MARDI) with different characteristics. For example, MRQ 88 was an aromatic, long and slender shape with non-sticky Basmati features while other varieties were characterized by sticky, soft and aromatic which is similar to the existing fragrant rice in the market. Therefore, the study attempts to explore the specific characteristics of fragrant rice that influence the consumer’s purchasing decision. A face-to-face survey was conducted involving 774 respondents in Peninsular Malaysia, Sabah and Sarawak using a structured questionnaire with selected criteria of respondents. Conditional logit (CL) in Choice Experiment (CE) analysis was then conducted. The results showed the choice of attributes that were significant at a 1% level were softness (moderate and very soft), aromatic, and non-stickiness stated at the moderate level of preference. These factors were identified to influence consumers’ choice of preferences in purchasing fragrant rice. The highest level of softness showed the most important attribute that influenced the willingness to pay followed by the attribute of moderate aroma. However, the attribute of non-stickiness/moderate flakiness shows a relatively low value of willingness to pay. Hence, the development of fragrant rice characteristics should consider the highest level of softness with a moderate level of aroma and non-stickiness as a priority. It will be the main reference of rice attributes for more specific profile characteristics in developing the market potential of specialty rice in the future.