Assessment of Consumer Preference and Willingness to Pay for Local Rice in Selected Local Government Areas of Niger State, Nigeria

Abstract

The research work assessed consumers’ preference and willingness to pay for local rice in Niger state, Nigeria. It specifically described the socioeconomic characteristics of local rice consumers in the study area. Data of 103 consumers was collected through a well-structured questionnaire. Heckman two step regression model and likert type of measurement were used to measures the collected parameter. Multi-stage sampling techniques was employed for this study, since the state is divided into three agricultural zones (zone A, B, C). The choice of local rice consumption is evident by their positive perceptions that local rice is healthy, have good taste and superior in quality than polish rice. The households’ characteristics reveal that 55.3% of the respondents were 21-40years old. The mean household size was about 8 persons, 65% were married and 60.2% of the respondent had formal education. The study further revealed that more quantity of locally processed rice is demanded as compared to that of imported rice. Further findings revealed that reasonable price, taste and satisfaction were the major preference for local rice. The study reveals that grain size, market price, marital status and swelling capacity, ease of preparation affects consumers’ preference and willingness to pay for local rice. The study also revealed that majority of the respondents gets their source of information about local rice from friends and neighbors and radio. It is recommended that local processors of rice should ensure the upgrading the locally processed rice as clean as the imported rice to compete favorably in domestic and potential international market.