Abstract:
This study was conducted mainly to determine the consumer preference towards heirloom rice in Benguet. Specifically, the study aimed to: determine the preference of consumer relative to color, size of grain, amylase content, aroma and the type of packaging of heirloom rice; identify the variety of heirloom rice the consumers prefer to buy; identify the perceived factors affecting consumer preference; and identify the degree of willingness of the consumers in paying the price of heirloom rice.
Total of 180 respondents were interviewed and surveyed using a self-administered questionnaire. Convenient sampling was used, with equal allocation from the study area which are Baguio City and the municipality of La Trinidad. Data were tabulated and analyzed using descriptive analysis such as frequency, percentage, mean and ranking.
The study revealed that majority of the consumers of heirloom rice are adults, male, married, with formal education, self-employed, have an average range monthly income of 5,000- 10,000 and are residents of Benguet.
In terms of the product attributes, most prefer white color, medium grain size, with low to intermediate amylose content or tender/soft when cooked and or moist and sticky, and sweet aromatic type. Also, for the type of packaging consumers prefer heirloom rice sealed in vacuum.
In consistence with the preferred characteristics, many of the consumers prefer Bongkitan and Diket White for the glutinous variety while Kintoman for non-glutinous variety. The consumers purchase rice when needed and in kilograms. Consumer preference for glutinous rice is influenced by the texture while both the texture and the nutritional benefit affect preference of consumers of non-glutinous rice. Consumers are also willing to pay the premium price of glutinous variety at PhP70.00-PhP110.00 pesos while PhP60.00-PhP100.00 for non-glutinous varieties.
