Comparative Analysis of Consumers’ Preference for Imported Rice and Locally Produced Ebonyi Rice World (ERW) in Ebonyi State, Nigeria

This study conducted a comparative analysis of consumers' preference for imported rice versus locally produced Ebonyi Rice World (ERW) in Ebonyi State, Nigeria. The specific objectives of the research were to: determine consumers’ preference for imported rice and Ebonyi Rice World (ERW) based on physical attributes; compare consumers’ preference for imported rice and Ebonyi Rice World (ERW) based on cooking attributes and ascertain consumers’ preference for imported rice and Ebonyi Rice World (ERW) based on eating attributes. The study adopted a cross-sectional developmental survey design using a descriptive approach. The sample size of approximately 384 respondents was determined using Cochran's formula. Primary data were collected through questionnaires distributed to respondents in Ebonyi State, with additional questionnaires shared via online platforms. The data were analyzed using simple tables and percentage analysis, while hypotheses were tested through regression analysis using IBM SPSS Version 25. The findings revealed that all three attributes—physical, cooking, and eating—were statistically significant in influencing consumer preferences and their willingness to pay more for a particular brand of rice. The study concluded that these three factors play a crucial role in shaping consumer choices and their readiness to pay a premium for a brand. It recommends that rice brands focus on enhancing the visual appeal and packaging of their products. Attractive and high-quality packaging can create a strong first impression and communicate premium quality to consumers. Investing in packaging design, sustainability, and convenience may help increase consumer preference and willingness to pay higher prices.