Study of sensory evaluation, consumer acceptability, affordability and market price of rice

Abstract

The purpose of the study was to evaluate consumer acceptance, affordability and market value of a prototype parboiled rice (PPR) in relation to three local samples and a high-value imported one. While descriptive sensory evaluation and central location testing are used to evaluate consumer acceptability, this study suggests that affordability and market price of rice can also be assessed. the PPR was acceptable and the suggested market price was influenced by both affordability and acceptability. Acceptance scores suggested a potential higher price; consumers discounted the prototype rice and the extent depended on affordability. The concept of consumer acceptability and affordability varied widely among consumers and this was related to the market price, demographics and attitudes towards rice. Sensory attributes associated with quality were positively related with price but negatively with affordability. Acceptability was related to rice consumption and purchasing behaviour, whereas affordability was associated with income, gender and quality perception. Low affordability groups knew the least about the benefits of rice. The implications are discussed