CONSUMERS’ PREFERENCE FOR LOCAL RICE BRANDS IN IBADAN METROPOLIS, NIGERIA
Oluwakemi Adeola Obayelu, Janet Abiola Agbohin, Omobolaji Olubukunmi Obisesan
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Despite a self-sufficiency in rice production in Nigeria, there is a huge supply deficit of local rice, which is augmented by importation. This shows a low demand for locally produced rice and a high importation bill for rice. This study therefore assessed consumers’ attitude to and preference for locally grown rice in Ibadan metropolis, Nigeria. A multi-stage sampling procedure was used to select three hundred consumers using a questionnaire. Data were analysed using descriptive statistics, Likert scale and double-hurdle regression. Consumers spent about a third (31%) of their monthly food expenditure on rice consumption. Preference for local rice was lower (48%) than imported rice (52%). Cleanliness and absence of stones were major attributes consumers consider when purchasing local rice brands. The attitude towards consumption of local rice was very limited among the consumers. A marginal increase in household expenditure on rice reduces the probability of a consumer’s preference for local rice brands. Policy thrusts aimed at mitigating spikes in price of local rice will impact its consumption positively.