Awareness, Perception, and Consumption of Specialty Rice in San Pablo City, Laguna, 2019

Date

1-2020

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Cenon D. Elca

Committee Member

Cenon D. Elca, Antonio Jesus A. Quilloy, Agham C. Cuevas

Abstract

The study was conducted to analyze the awareness, perception, and consumption of specialty rice in San Pablo, Laguna. Specifically, the study: (1) described consumers' and non-consumers' profile, awareness, and perception on specialty rice; (2) determined the factors that affect the awareness, perception, and consumption of specialty rice; (3) analyzed the consumption and purchasing behavior for specialty rice; and (4) formulated recommendations for promoting and marketing specialty rice in the area.

Primary data was obtained from 120 respondents consisting of 60 consumers and 60 non-consumers of specialty rice. Respondents were classified as consumers and non­consumers based on screener questions and were randomly selected through systematic random sampling. The data were analyzed using descriptive analysis, Chi-square test of independence, Fisher's exact test, Cramer's V, attribute importance rating, and logistic regression. Most of the consumers were aware of the existence of all the types of specialty rice which are brown rice, red rice, and black rice, while most of the non-consumers were unaware of their existence. Among the types of specialty rice, brown rice is what respondents are most aware of while they are least aware of black rice. The main source of the respondents' awareness on specialty rice is supermarkets/markets. The knowledge of the respondents was also determined which is based on the correct responses they obtained from the ten statements about specialty rice. Most of the respondents are reported to have a low level of knowledge. Respondents were asked on their perception on the attributes of specialty rice which includes nutritional and health benefits, color, taste, texture, price, and cooking duration. Most of the consumer respondents perceived the attributes of specialty rice positively except for the prices of red rice and black rice. Most of the non-consumer respondents negatively perceived the taste, price, and cooking duration of specialty rice while the rest of the attributes are perceived positively.

Brown rice is reported to be the most bought and consumed type of specialty rice while black rice is the least. Most of the buyers buy specialty rice at five kilograms or less in supermarkets. Specialty rice are consumed in small amounts between ½ to 1 ½ cups per meal mostly during lunch and dinner. Health benefits was the major reason for consuming and buying specialty rice. Nutritional value was the top important attribute of specialty rice. The least important attribute of brown rice was the availability in the market while cooking duration was the least for red rice and black rice. Results of logistic regression showed that people with higher body mass index and educational attainment are more likely to consume brown rice and red rice. People with higher knowledge level are also more likely to consume specialty rice.

Finally, based on the results, it is recommended that there should be an increase in the awareness of people on specialty rice, change in the perception of specialty rice, improve the purchase and consumption of specialty rice.

Language

English

LC Subject

Agriculture

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2020 A14 R36

Document Type

Thesis

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