This study is about the preferences on rice varieties. We want to know what most of the household women/men prefer, is it the brand, price, or quantity for choosing from a rich variety. This study is about the preferences on rice variety in terms of: outlet selection, purchasing frequency, preferred size packages, preferred rice attributes, purchase decision criteria of most people who purchase rice products. Consumers have their own preference, but we want to focus on housewives/career women/men since they are business oriented and they know more in choosing the right products.
Since they receive minimum wage/salary, they regularly purchase rice products for everyday meals. They also know what the best varieties are when it comes to rice. They also know where to purchase it in a low price. They are a huge percentage of the population and it plays a huge role in the mark.
Rice breeding at IRRI has continually sought to improve the quality characteristics of modern varieties (MVs), from increasing potential head rice recovery by reducing amylose content (Khush and Juliano 1985). Previous research at IRRI has examined the chemical determinants of cooking quality (Juliano 1985), the economics of post- harvest losses (Toquero and Duff 1985), and the consumer demand for grain quality in the urban markets of Southeast Asia (Unnevehr et al 1985). Nevertheless, many important questions that could guide research goals with respect to quality remain unanswered. IRRI and national research programs in the Philippines, Indonesia, Thailand, Malaysia and Bangladesh pursued further work on the economics of grain quality from 1987 to 1989.
Further, the results of this multidisciplinary effort are described in this volume. Part II contains analysis of consumer panel data in the Philippines and Indonesia and provides insight into how consumers choose and value rice grain quality. The studies in Section III are related, but are based on samples of rice sold at the retail level. The retail surveys from four countries provide a comprehensive characterization of the variance in rice quality and rice preferences across Asia. How well consumer preferences are translated into incentives at the farm level is the question addressed in Section IV. Studies of rice mills and market efficiency in Indonesia and the Philippines show how well the market transmits quality signals.
Moreover, the final section reports the differing role of quality in traditional and emerging import markets. The goal of this chapter is to provide an overview of the findings in this book. We begin by reviewing the motivations for including grain quality in research program goals. A comparison of survey findings across countries highlights the themes and 1, University of Illinois, Associate professor; agricultural economist, IRRI; and chemist, IRRI, respectively. Contributions of international significance followed by a review of major findings by country....