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Dec 31, 2020Keywords:
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IMPORTANT CUES AND ATTRIBUTES OF RICE AMONG CONSUMERS IN EKET, AKWA IBOM STATE, NIGERIA
Abstract
Increasing the market share of Nigerian produced rice within the country without trade policy interference will
require understanding rice attributes and cues which consumers prefer and their perception of rice from different
origins. By eliciting consumers' ranking of attributes and cues through a survey, and applying the relative
importance index post-survey, this study examines which attributes and cues are important to consumers. A
Fisher's exact test is further used to assess consumers' association of attributes and cues with rice of different
origins –i.e., locally produced or imported. Results show that consumers are more interested in certain experience
attributes than cues and do not significantly associate their preferred attributes with rice produced in Nigeria.
Despite the preference for experience attributes, informative cues, which minimize the cost of ignorance and
have the potential of boosting market shares were less important to consumers and significantly associated with
imported rice. Addressing consumers' low regard for informative cues and improving on preferred attributes in
locally produced rice may foster its competitiveness without restrictive policies.
