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

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 acceptabi...

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Bibliographic Details
Published in:Journal of the science of food and agriculture 2007-06, Vol.87 (8), p.1564-1575
Main Authors: Tomlins, K, Manful, J, Gayin, J, Kudjawu, B, Tamakloe, I
Format: Article
Language:English
Subjects:
affordability
Biological and medical sciences
Cereal and baking product industries
consumer acceptability
consumer acceptance
Consumer attitudes
Consumer behavior
consumer surveys
Food industries
food prices
Fundamental and applied biological sciences. Psychology
Ghana
market price
Market prices
Oryza sativa
parboiled
parboiled rice
perceptions (cognitive)
prepared foods
product quality
Rice
rice products
sensory evaluation
sensory properties
sociodemographic characteristics
West Africa
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Summary: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.
ISSN:0022-5142
1097-0010
DOI:10.1002/jsfa.2889