Consumer preferences for rice quality characteristics and the effects on price in the Tamale Metropolis, Northern Region, Ghana

Abstract

Rice has become an important staple in Ghana where it serves as a convenience food for both urban and rural consumers. In Ghana rice has become the second most important staple food after maize and its consumption continues to increase with population growth, urbanization and changes to consumption habits. The study aimed to determine influential factors on consumer preference for various rice brands in the metropolis of Tamale and the quality characteristics which affect prices. One hundred (100) respondents were randomly sampled and interviewed using a semi-structured questionnaire. The Kendall’s coefficient of concordance was used to determine the factors that influence consumer preference. The hedonic price model was used to analyze the effect of these preferences on price. The attributes that define the quality of rice most preferred by consumers were taste, cooking quality, cooking time and aroma. The attributes least preferred by consumers were price, impurities (presence of foreign matter) and the source of rice. The hedonic price model showed that the consumer payed higher premiums for aroma and source of rice (local or foreign). Rice processors, distributers and retailers must ensure that their product is free of foreign matter while breeding programmes for rice need to emphasize the quality attributes preferred by consumers, namely: taste, cooking quality, cooking time and aroma.