Rice quality preference of consumers in adverse ecosystems of Luzon

Issue Date

7-2018

Abstract

Consumers are now becoming more selective in the quality of rice they eat. To determine the quality preference of consumers in the adverse ecosystems in Luzon and compare their perceived and preferred rice characteristics, consumer survey and sensory evaluation were conducted in rainfed lowland, saline, cool elevated, and upland ecosystems in North (Ifugao, Isabela), Central (Pangasinan, Nueva Ecija), and South (Batangas and Quezon) Luzon. Cooked rice representing aromatic, soft, medium, and hard texture and raw rice with varying color, length and shape, and translucency, as well as varieties released in the adverse ecosystem were utilized. The respondents (n=210) with age ranging from 23-81 y/o, were mostly female (30-63%), married (70-93%), and were either farmer or housewife (10-70%). Consumers looked for white, soft, aromatic, cohesive, and tasty cooked rice with long and whole grains. When presented with actual raw rice samples, respondents in the rainfed lowland, saline, and upland areas chose very white, translucent, and long and slender grains while short and bold grains in the cool elevated area. In the cooked form, aromatic and soft rice was preferred showing similarity between their perceived and preferred rice qualities across all locations. Higher acceptability was also obtained for varieties with soft to medium texture with long and slender grains in the three adverse ecosystem, while short and bold grain was highly acceptable in the Ifugao area. This study confirmed similar preference for soft and aromatic cooked rice with long and slender grains in adverse environments of Luzon as in the past 10 years. This will guide breeders to continue developing rice varieties with soft to medium texture with long and slender grains for the adverse ecosystems but short and bold grains in the cool elevated areas.

Source or Periodical Title

Philippine Journal of Crop Science

ISSN

0115-463X

Volume

43

Issue

Supplement no. 1

Page

112

Document Type

Article

College

College of Agriculture and Food Science (CAFS)

Language

English

Subject

Rice;Consumer behavior

En – AGROVOC descriptors

RICE; GRAIN; QUALITY; CONSUMER BEHAVIOUR; ORGANOLEPTIC ANALYSIS; ORGANOLEPTIC PROPERTIES; PHILIPPINES

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