DETERMINANTS OF CONSUMER PREFERENCE FOR RICE IN MAIDUGURI METROPOLITAN COUNCIL OF BORNO STATE, NIGERIA

Abstract

The study analysed the determinants of consumer preference for rice in Maiduguri Metropolis, Borno State, Nigeria. The specific objectives were to examine the socio-economic characteristics of rice consumers in the study area; identify and rank attributes that determine consumer preference for rice and examine the relationship between price and quality attributes of rice. A sample size of 125 was obtained using Khotari (2004) formula for estimating sample size. Both primary and secondary data were used for the study. The primary data were collected by use of structured questionnaires administered to respondents selected using a random sampling technique. The study used both descriptive and inferential statistics for data analysis. The findings of the descriptive statistics revealed that the respondents were mostly females within the age group of 31-40 years. Majority (68%) are married, educated and earning above the N18, 000 minimum wage as their monthly income. The result further indicates that price, cleanliness, taste, availability and source of origin were the most preferred rice quality attributes. The results of the hedonic price analysis revealed that taste, cohesion, cleanliness, grain size and swelling capacity showed a positive significant relationship with price. The study concludes that consumer preference for rice quality attributes was found to affect price both positively and negatively. Hence, the study recommends that all efforts to improve rice production in Nigeria must therefore aim to introduce these desirable attributes into breeding programmes so as to raise the demand for local rice, thereby helping the country achieve its rice self-sufficiency goal.