Consumer Perceptions, Knowledge and Preferences for Aromatic Rice Types in Ghana

Abstract

Even though rice forms a major part of the Ghanaian diet, locally produced rice is not patronized as it should. A survey of 390 rice consumers was conducted in Accra, Ghana to ascertain consumer perceptions, knowledge and preferences for aromatic rice as a basis for quality improvement of local rice. Results showed that most consumers (94.9%) were more familiar with imported rice and this was reflected in their patronage patterns.

The reasons why consumers did not patronize locally cultivated rice are poor post harvest handling, non-availability, and the generally perceived poor quality. The few (29%) who consume local rice do so out of the perception that it is inexpensive and has better nutritional quality. Both cooked and raw attributes of rice influence consumer preference. Whilst the appearance of raw rice (Friedman rank mean = 2.86) was critical to consumers’ choice, taste and aroma determined consumer preference for cooked rice; being ranked 4.96 and 4.46 respectively.