Households' Preference for Local Rice in the Upper East Region, Ghana

Abstract

Considering the increasing demand in the rice industry, the study was undertaken to determine the factors influencing household preference for locally produced rice in the Upper East Region, Ghana. Primary data was obtained from a sample of 180 households with the aid of a structured questionnaire. Probit model and Kendall's coefficient of concordance were used to analyze the data. Significant socioeconomic factors include income, age, sex, and marital status, whereas the quality factors such as the absence of foreign materials, packaging, and aroma were also significant determinants of preference for local rice. The top three traits consumers consider in their choice for local rice were good-looking grains, excellent packaging, and absence of foreign materials in the rice. There was an evidence of an increased preference for quality local rice. Hence, increased investment in the rice value chain, particularly the processing stage where quality standards remain the topmost priority, will help boost consumers' confidence in the local rice market.