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An Analysis On Consumer Behavior On Consumption Of Local Rice In Owerri Municipal Council Area Of Imo State




The broad objective of the study is to conduct an analysis on consumer behavior on consumption of local rice in Owerri Municipal Council Area of Imo State. The study has six objectives. A combination of simple and purposive random sampling technique was adopted in the selection of respondents. Twelve (12) respondents was randomly selected from each of the five (5) communities making it a total sample size of sixty (60) respondent for the study. The main tool for data collection was the questionnaire. Data collected was analyzed using descriptive statistics such as frequency distribution, percentage mean and regression analysis etc. The findings reveal that Socio-economic characteristics of the respondents contribute immensely to their behavior towards consumption of local rice. The respondents were young and active, had tertiary education, and had large families and average monthly income. It shows that he respondents can be able to purchase local rice in the study area. Based on the findings, study therefore recommends that more emphasis should be placed on the consumption aspect to boost agriculture. Advertising and packaging of rice products, should be done to appeal to the emerging customers.   Consumers demonstrate to have firm preference for food safety, aroma and long grain rice, therefore, it is recommended that Nigeria should produce rice that have these attributes, since these attributes were found to affect market, consumer acceptance and willingness to pay. The study recommends that there should be an increase in health awareness among Nigeria consumers as health and food safety is priorities.


1.1     Background Information

Rice (Oryza sativa) is one of the world’s most important staple food crop consumed by more than half of the world population as represented by over 4.8 billion people in 176 countries with over 2.89 billion people in Asia, over 150.3 million people in America and over 40 million and over people in Africa (IRRI, 2004). Nigeria currently doubles as the largest rice producing nation in West African sub-region and the second largest importer of rice in the world. This anomaly is attributed to the inability of its local production to meet up with its demand which has been soaring at a very fast rate over the years.

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A combination of various factors seem to have triggered the structural increase in rice consumption over the years with consumption broadening across all socio-economic classes, including the poor. Rising demand is as a result of increasing population growth and income level (GAIN, 2012). Rice has become a staple food in Nigeria such that every house hold; both the rich and the poor consumes a great quantity (Godwin, 2012).

Consumer behavior entails all activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities ( Consumer behaviour plays a dominant role in localization and adoption of rice varieties. The market of rice in Nigeria is growing as the number of people willing to eat rice and pay premium price is increasing (Tomlins, 2005). The future of local rice therefore will, to a large extent, also depend on consumer preferences and their motive for paying extra price for locally grown rice. Thus, a consumer-oriented approach to understanding the market for local rice varieties is important for pursuing better management of local rice farming. It is also important to understand consumer decision-making regarding locally produced rice and seek strategies about how consumption can be prompted.

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1.2 Problem Statement

Rice has become an increasingly important crop in Africa, with import in the continent accounting for more than a third of world trade in rice (FAO, 2015). Industrialization, urbanization, population growth, income growth and accordingly change in consumer preferences have over the past three decades drastically increased the demand for rice in West Africa (WARDA, 2008).

Research on rice over the years has largely focused on new varietal releases, production and cultural practices, reduction in post-harvest losses and improved storage technologies (Adu-Kwar.teng et al., 2003). Little attention has focused on demand-driven or market research by investigating   consumer behaviour and preferences for locally produced rice. Little attention has addressed the consumer behaviour in relation to consumption of locally produced rice. Emphasis has been placed on production side rather than the consumption side. It is on this backdrop that it becomes necessary that the study will be undertaken in the area.

Consequently, it is necessary to assess consumer behaviour on consumption of local rice in Owerri Municipal Council Area of Imo State, Nigeria. In view of this, the important questions that guided this study were:

  1. what are the socio-economic characteristics of the consumers in the study area?
  2. what are the consumer preferences for consumption of local rice in the study area?
  • what are the consumers perception of local rice in the study area?
  1. what are the consumers attitudes towards local rice in the study area?
  2. what are the constraints affecting consumer behaviour in consumption of local rice in the study area?
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1.3     Objectives of the Study

The broad objective of the study is to analyze consumer behaviour on consumption of local rice in Owerri Municipal Council Area of Imo State, Nigeria.

The specific objectives of the study were to:

  1. describe the socio-economic characteristics of consumers in the study area.
  2. ascertain the consumers perception on consumption of local rice in the study area.
  • ascertain the consumers perception on local rice in the study area.
  1. ascertain consumers attribute to consumption of local produced rice in the study area.
  2. identify the constraints that affected consumer behavior consumption of local rice in the study area.
  3. make recommendations based on the findings.

1.4     Hypothesis of the Study

The null hypothesis tested was that the socio-economic characteristics of consumers do not influence consumption of local rice in the study area.

1.5     Justification of the Study

The finding of this study will highlight the relevant issues on consumer behavior with the hope of promoting consumption of local rice in the study area. The study would benefit the government and policy makers in formulating future consumer policies or modifying existing ones in relation to consumption of local rice. The study will also help rice producers and marketers to make more informed decisions about consumer response to some important attributes. It is hoped that this study will be a reference point to open up further research by researchers on consumer behavior in relation to any other food product.

Pages:  67

Category: Project

Format:  Word & PDF               

Chapters: 1-5                                          

Source: Imsuinfo                            

Material contains Table of Content, Abstract and References.


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