Consumer Preference towards Heirloom Rice in Ifugao

Abstract

The study was conducted to identify the varieties of heirloom rice the consumer prefer to buy, the preference of consumer relative to color, size of the grain, amylase content, aroma and type of packaging, the perceived factors affecting consumer preference and the willingness of the consumers in paying the premium price of heirloom rice. The study was conducted in the selected municipalities of Ifugao which includes Banaue, Hingyon and Kiangan from December 2015 to February 2016. A total of 90 respondents were surveyed using convenience sampling from the selected areas of Ifugao. A follow-up interview was also conducted to validate their answers. Results revealed that the most preferred variety for non-glutinous is Donaal while for the glutinous is the Binuggon. Majority of the respondents buy non-glutinous rice when it is available while many of them buy glutinous as needed and as available. Almost all of the respondents preferred to buy non-glutinous rice per bundle and they buy per kilogram for glutinous rice. In terms of product attributes of heirloom rice the respondents extremely like the following: rusty red/red, white and light brown/brown color, short grain size with tender or soft texture when cooked. Similarly the respondents like the following aroma such as hay-like and popcorn-like and the vacuum sealed type of packaging. The respondents are extremely willing to pay PhP70-90 and PhP 91-110 for the glutinous rice and PhP60-80 for non-glutinous rice. Moreover the findings showed that the perceived factors affecting consumption of heirloom rice include its nutritional benefit and its association with cultural belief.