Local rice consumption and attributes considered in urban Ghana: Does internal migration matter?

Abstract

This study compares local rice consumption by migrants and natives in urban Ghana, determinants of local rice consumption, and attributes considered by consumers. Primary data was sourced from 304 migrants and natives. Likert scale, multinomial probit and fractional probit were estimated. There is low local rice consumption in urban Ghana. Local rice consumption is higher among migrants than natives/indigenes. On average, local rice forms 38% of rice consumed in urban Ghana. Attributes considered in choosing preferred rice are aroma, availability, cleanliness, healthiness, stickiness, packaging, appearance, price, standard of measurement, quantity obtained after cooking, taste and time taken to cook. Being a migrant, female, older or low-income, purchasing rice on open markets, having relatives who grow rice, eating lower proportion of rice away from home, and consumption of popular rice directly influence local rice consumption. Producers should improve local rice attributes like aroma, cleanliness, packaging, standards of measurement and availability.