Perception and Attitude of Consumer Patronage of Ghana-Grown Rice: Evidence from Kumasi, Ghana
DOI:
https://doi.org/10.59413/ajocs/v5.i.4.5Keywords:
perception , consumer patronage, Ghana grown rice, patronage, consumption, urban consumer choice, probit modelAbstract
Increasing human population, urbanization, and changing consumer trends have contributed to the emergence of rice as the leading staple food in Ghana. Despite its importance in the Ghanaian diet, patronage and consumption of locally grown rice are not yet widespread. This study investigates consumer patronage of locally grown rice in the Kumasi Metropolis, Ghana, and fills a critical gap in understanding the specific factors that influence consumer preferences in urban settings. Data were collected through a cross-sectional survey of 120 respondents across different income categories using a multistage sampling technique and analyzed using descriptive statistics, a Probit model, and Kendall's coefficient of concordance. The study found that cooking quality, palatability, colour, and fragrance were the primary attributes that influenced consumer preferences. Probit analysis revealed that income and the frequency of rice consumption significantly influenced the likelihood of purchasing locally grown rice. Specifically, a higher income decreases, while frequent rice consumption increases the likelihood of choosing local rice. Key constraints identified include perceived high cost, limited availability, and concerns about the quality of rice. This study recommends that local rice producers, agricultural organizations, and government bodies should make efforts to improve the sensory and culinary qualities of locally grown rice through improved processing techniques, increased promotion, and campaigns to ensure the commodity is readily available to consumers. These strategies aim to boost local rice consumption and support agricultural sustainability and food security in Ghana.
Downloads
References
Ab Samat, N. H., Saili, A. R., Yusop, Z., Abdul Fatah, F., & Aziz, A. S. A. (2022). Factors Affecting Selection of Rice among the Consumer in Shah Alam, Selangor. IOP Conference Series: Earth and Environmental Science, 1059(1), 012005. DOI: https://doi.org/10.1088/1755-1315/1059/1/012005
Abubakri I, Donkor S. A and Ehiakpor S.D (2019) Perceived Quality Characteristics Influencing Households’ Preference for Local and Imported Rice and Their Effect on Price in the Northern Region, Ghana. Ghana Journal of Development Studies, Vol. 16 (1). DOI: https://doi.org/10.4314/gjds.v16i1.7
Addison, M., Sarfo-Mensah, P., & Edusah, S. E. (2015). Assessing Ghana’s initiative of increasing domestic rice production through the development of rice value chain.
Africa Rice Center. (2020). Annual Report 2020. Retrieved from Africa Rice Center Retrieved from: https://www.africarice.org/annual-reports-1
Agbas, N. S., & Ceballos, R. F. (2019). On the Conjoint Analysis of Consumer’s Preferences on Quality Attributes of Rice. Advances and Applications in Statistics, 58(1), 45–55. DOI: https://doi.org/10.17654/AS058010045
AGRA (2021). Boosting Africa’s Rice Sector: Africa Can Be Self-Sufficient in Rice Production, Cotonou, Benin: Ii + 77 Pp, Retrieve from: https://agra.org/news/africa-can-be-self-sufficient-in-rice-production
Ajiboye, B. O., Aminu, T., Adeyonu, A. G., & Afolabi, J. (2019). Consumers potential demand analysis for local rice consumption in Southwest, Nigeria. International Journal of Mechanical Engineering and Technology (IJMET), 10(2), 837-846.
Amfo, B., Abankwah, V., & Bahahudeen Shafiwu, A. (2023). Local rice consumption and attributes considered in urban Ghana: Does internal migration matter? Cogent Food & Agriculture, 9(2). DOI: https://doi.org/10.1080/23311932.2023.2281098
Amfo, B., Abankwah, V., & Tanko, M. (2024). Consumer satisfaction with local rice attributes and willingness to pay for improvement by internal migrants and natives in urban Ghana. Journal of Agribusiness in Developing and Emerging Economies, 14(3), 587-606. DOI: https://doi.org/10.1108/JADEE-07-2022-0160
Amfo, B., Ansah, I. G. K., & Donkoh, S. A. (2019). The effects of income and food safety perception on vegetable expenditure in the Tamale Metropolis, Ghana. Journal of Agribusiness in Developing and Emerging Economies, 9(3), 276–293. DOI: https://doi.org/10.1108/JADEE-07-2018-0088
Andam, K.S., C. Ragasa, S. Asante, and S. Amewu. 2019. Can local products compete against imports in West Africa? Supply- and demand-side perspectives on chicken, rice and tilapia in Accra, Ghana”. IFPRI Discussion Paper 01821. Washington DC: International Food Policy Research Institute.
Anabila, P. (2015). Exploring Branding as a Strategy to Boost Local Rice Patronage: Evidence from Ghana. IUP Journal of Brand Management, 12(1), 60.
Anang, B. T., Adjetey, S. N. A., & Abiriwe, S. A. (2011). Consumer preferences for rice quality characteristics and the effects on price in the Tamale Metropolis, Northern Region, Ghana. International Journal of AgriScience 1 (2), 67–74.
Ashitey, E., & Archibald, D. (2018). A report on the assessment of commodity and trade in Ghana,
os-10(1), 60–62.
Angelucci, F., Asante-Pok, A., & Anaadumba, P. (2019). Analysis of incentives and disincentives for rice in Ghana. Gates Open Res, 3(1325), 1325.
Arouna, A., Devkota, K. P., Yergo, W. G., Saito, K., Frimpong, B. N., Adegbola, P. Y., ... & Usman, S. (2021). Assessing rice production sustainability performance indicators and their gaps in twelve sub-Saharan African countries. Field Crops Research, 271, 108263. DOI: https://doi.org/10.1016/j.fcr.2021.108263
Asante, B. O., Frimpong, B. N., Asante, M. D., Prah, S., Ayeh, S. J., Sakyiamah, B., ... & Tufan, H. A. (2023). Exploring gender differences in the role of trait preferences among stakeholders in the rice value chain in Ghana. Sustainability, 15(7), 6026. DOI: https://doi.org/10.3390/su15076026
Asante, B. O., Puskur, R., Garner, E., Mangheni, M. N., Adabah, R., Asante, M. D., ... & Prah, S. (2023). Access and Control of Resources and Participation in Rice-Breeding Activities among Men and Women Farmers in Southern Ghana. Sustainability, 15(9), 7069. DOI: https://doi.org/10.3390/su15097069
Ayeduvor, S. (2018). Assessing quality attributes that drive preference and consumption of local rice in Ghana (Vol. 48). International Food Policy Research Institute.
Bannor, R. K., Oppong-Kyeremeh, H., Boateng, A. O., Bold, E., & Gruzah, B. (2023). Short supply chain choice and impact amongst rice processors in rural Ghana. Journal of Agribusiness in Developing and Emerging Economies. DOI: https://doi.org/10.1108/JADEE-03-2023-0049
Becker, T. (2000). Consumer perception of fresh meat quality: a framework for analysis. British Food Journal, 102(3), 158–176. DOI: https://doi.org/10.1108/00070700010371707
Boansi, D., & Favour, R. (2015). Why the Persistent Increase in Ghana’s Rice Imports? Prescriptions for Future Rice Policy. Asian Journal of Agricultural Extension, Economics & Sociology, 7(4), 1–21. DOI: https://doi.org/10.9734/AJAEES/2015/18834
Coffie, I. S., Tweneboah-Koduah, E. Y., Ocloo, E. C., Nkukpornu, A., & Kastner, A. N. A. (2024). Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana. International Review on Public and Nonprofit Marketing, 21(1), 177-196. DOI: https://doi.org/10.1007/s12208-023-00370-w
Custodio, M. C., Cuevas, R. P., Ynion, J., Laborte, A. G., Velasco, M. L., & Demont, M. (2019). Rice quality: How is it defined by consumers, industry, food scientists, and geneticists? Trends in Food Science & Technology, 92, 122–137. DOI: https://doi.org/10.1016/j.tifs.2019.07.039
Danso-Abbeam, G., Armed, M., & Baidoo, F. (2014). Determinants of consumer preference for local rice in Tamale Metropolis, Ghana. International Journal of Education and Social Science, 1(2), 114-122.
De Vos, K., Janssens, C., Jacobs, L., Campforts, B., Boere, E., Kozicka, M., Havlík, P., Hemerijckx, L.-M., Van Rompaey, A., Maertens, M., & Govers, G. (2023). What about human behavior? The case of urbanization and rice in Africa. DOI: https://doi.org/10.5194/egusphere-egu23-1411
Demont, M., Fiamohe, R., & Kinkpe, A. T. (2017). Comparative advantage in demand and the development of rice value chains in West Africa. World Development, 96, 578-590. DOI: https://doi.org/10.1016/j.worlddev.2017.04.004
Dentoni, D., Tonsor, G. T., Calantone, R. J., & Peterson, H. C. (2009). The Direct and Indirect Effects of ‘Locally Grown’ on Consumers’ Attitudes towards Agri-Food Products. Agricultural and Resource Economics Review, 38(3), 384-396. DOI: https://doi.org/10.1017/S1068280500009631
Diagne, A., Midingoyi, S.-K. G., & Kinkingninhoun-Medagbe, F. M. (2012). Impact of NERICA Adoption on Rice Yield: Evidence from West Africa. An African Green Revolution, 143–163. DOI: https://doi.org/10.1007/978-94-007-5760-8_7
Diako, C., Sakyi-Dawson, E., Bediako-Amoa, B., Saalia, F. K., & Manful, J. T. (2010). Consumer perceptions knowledge and preferences for aromatic rice types in Ghana.
Edgmand, M. R. (1987). Macroeconomics theory and policy. third edition (N. J. .-.-. U. Prentice Hall Englewood Cliff, Ed.). Retrieved from https: / / www.amazon.com/Macroeconomics-Theory-MichaelREdgmand/dp/0135429528
Ehiakpor, S.D., Apumbora, J., Danso-Abbeam, G., Adzawla, W., 2017. Household’s preference for local rice in the Upper East region, Ghana. Adances in Agriculture 9. DOI: https://doi.org/10.1155/2017/1812975
Fiamohe, R., & Kinkpé, A. (2016). Analysing potential demand for local rice in West Africa.
Fiamohe, R., Nakelse, T., Diagne, A., & Seck, P. (2015). Assessing the Effect of Consumer Purchasing Criteria for Types of Rice in Togo: A Choice Modeling Approach. Agribusiness, 31, 433-452. Portico. DOI: https://doi.org/10.1002/agr.21406
Food and Agriculture Organization. (FAO). (2021). FAO Rice Market Monitor. Retrieved from https://www.fao.org/economic/est/publications/rice-publications/rice-market-monitor-rmm/en/
GSS (2021). Ghana 2021 Population and Housing Census. General report-Volume 3E: Economic activity. Published by the Ghana Statistical Service, Accra. Retrieved from https://census2021.statsghana.gov.gh/
GSS (2018). Ghana Living Standards Survey (GLSS7): Poverty trends in Ghana; 2005-2017. Accra: GSS.
Guo, G., & Zhou, X. (2017). Consumer ethnocentrism on product judgment and willingness to buy: A meta-analysis. Social Behavior and Personality: An International Journal, 45(1), 163–176. DOI: https://doi.org/10.2224/sbp.5548
Hoffmann, R. (2000). Country of origin-a consumer perception perspective of fresh meat. British Food Journal, 102(3), 211–229. DOI: https://doi.org/10.1108/00070700010332304
Ibrahim, L. A., Sakurai, T., & Tachibana, T. (2022). Toward higher import substitution: does quality governance matter for uptake and pricing of improved local rice in Ghana? Journal of Agribusiness in Developing and Emerging Economies, 13(4), 520–536. DOI: https://doi.org/10.1108/JADEE-08-2021-0197
IFPRI. (2020). Ghana Rice Market - MOFA – IFPRI Market Brief 2. Washington, DC: International Food Policy Research Institute (IFPRI).
Isife, B. I., & Emodi, A. I. (2000). Food preferences of rural household women in Etche local government area of Rivers State. International Journal of Educational Development, 130-135.
Iweka, A. N., & Nwaizugbo, I. C. (2022). Analysis of Factors that Influence Consumers’ Acceptance of Local Rice in South East Nigeria. Journal of marketing and Consumer research, Volume (85).
Keller, K. L. (2013). Building, Measuring, and Managing Brand Equity. Kushitor S. B. (2023). Food availability and food habits among Ghanaians: Tracking the dietary transition in Ghana. Nutrition and Health, 29(1), 157–166. DOI: https://doi.org/10.1177/02601060211066707
Kwakwa, S. (2013). Consumer preferences and willingness to pay locally produced rice in Kumasi Metropolis of Ghana (Doctoral dissertation).
Melo, P., Abdul-Salam, Y., Roberts, D., Gilbert, A., Matthews, R., Colen, L., Mary, S., Gomez Y Paloma, S. (2015). Income Elasticities of Food Demand in Africa: A Meta-Analysis; EUR 27650 EN;
MoFA (2018). Investing for Food and Jobs (IFJ): An Agenda for Transforming Ghana’s Agriculture (2018-2021). Retrieved from https://mofa.gov.gh/site/images/pdf/National%20Agriculture%20Investment%20Plan
MoFA (2020). Planting for Food & Job operational performance. Retrieved from https://mofa.gov.gh/site/publications/research-reports/317-planting-for-food-joboperational-performanceon.
MoFA (2022). Facts and figures: Agriculture in Ghana, 2021. Statistics, Research, and Information Directorate of Ministry of Food and Agriculture. Accra, Ghana.
Moser, R., Raffaelli, R., & Thilmany, D. D. (2011). Consumer preferences for fruit and vegetables with credence-based attributes: A review. International Food and Agribusiness Management Review, 14(2), 121-142.
Nauli, O., & Sihombing, L. (2020). Consumer preferences toward local rice in Medan. In IOP Conference Series: Earth and Environmental Science, 454(1), 012004. DOI: https://doi.org/10.1088/1755-1315/454/1/012004
Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products-evidence from Vietnam. Journal of Consumer Behaviour, 7(1), 88–100. Portico. DOI: https://doi.org/10.1002/cb.238
Nimoh, F., Asare, G. O., Twumasi, I., & Anaman, R. (2018). Consumers’ willingness to consume cassava leaves as a leafy vegetable in the Kumasi Metropolis, Ghana. International Journal of Food Studies, 7(2). DOI: https://doi.org/10.7455/ijfs.v7i2.469
Northen, J.R. (2000): “Quality Attributes and Quality Cues: Effective Communication in the UK Meat Supply Chain,” British Food Journal, Vol. 102, No. 3, pp. 230-245. DOI: https://doi.org/10.1108/00070700010324727
Nwachukwu, C. U., Ukwuaba, I. C., & Umeh, J. O. (2020). Constraints faced by rice processors in milling and branding of home-grown rice in Enugu State, Nigeria. Journal of Agricultural Extension, 24(1), 118-127. DOI: https://doi.org/10.4314/jae.v24i1.12
Nyarko, E., & Bartelmeß, T. (2024). Drivers of consumer food choices of multinational corporations’ products over local foods in Ghana: a maximum difference scaling study. Globalization and Health, 20(1). DOI: https://doi.org/10.1186/s12992-024-01027-x
Obayelu, O. A., Agbohin, J. A., & Obisesan, O. O. (2022). Consumers’ Preference for Local Rice Brands in Ibadan Metropolis, Nigeria. Food and Agri Economics Review, 2(1), 12-17. DOI: https://doi.org/10.26480/faer.01.2022.12.17
Ocloo, F. C. K., Owureku-Asare, M., Agyei-Amponsah, J., Agbemavor, W. S. K., Egblewogbe, M. N. Y. H., Apea-Bah, F. B., Sarfo, A., Apatey, J., Doku, H., Ofori-Appiah, D., & Ayeh, E. (2017). Effect of gamma irradiation on physicochemical, functional and pasting properties of some locally-produced rice (Oryza spp) cultivars in Ghana. Radiation Physics and Chemistry, 130, 196–201. DOI: https://doi.org/10.1016/j.radphyschem.2016.08.025
Ogundele, O. (2014). Factors influencing consumers preference for local rice in Nigeria. African Journal of Marketing Management, 6(1), 49-55. DOI: https://doi.org/10.5897/AJMM2011.048
Ohtsubo, K. I., & Nakamura, S. (2022). Rice, the Symbolic Food of Japan. In Washoku, Japanese Food (pp. 69-85). American Chemical Society. DOI: https://doi.org/10.1021/bk-2022-1430.ch007
Oladejo, J. (2023). Consumer Preference for Local and Imported Rice in Ifako- Ijaiye Local Government Area of Lagos State, Nigeria. International Journal of Social Sciences and Management Research, 8(5), 43-54. DOI: https://doi.org/10.56201/ijssmr.v8.no5.2022.pg43.54
Onwuka, S., Ekwe, K., Ekwe, C., & Asumusha, G. (2010). Comparative Analysis of Foreign and Local Rice Demand in Ikwuano and Umuahia North Local Government Areas of Abia State, Nigeria. Nigeria Agricultural Journal, 41, 172-182. DOI: https://doi.org/10.4314/naj.v40i1-2.55559
Opoku, R. A., & Akorli, P. A. (2009). The preference gap: Ghanaian consumers' attitudes toward local and imported products. African Journal of Business Management, 3(8), 350.
Oteh, O. U., Agwu, N. M., Okpokiri, C., Aniuga, C., & Ani, L. O. (2018). Rice production and marketing in Nigeria: Assessing regulatory agencies’ role in positioning made in Nigeria goods. Nigeria Agricultural Journal, 49(2), 143-151.
Ragasa, C., & Chapoto, A. (2017). Limits to Green Revolution in rice in Africa: The case of Ghana. Land Use Policy, 66, 304–321. DOI: https://doi.org/10.1016/j.landusepol.2017.04.052
Rahnama, H. (2017). Consumer motivations toward buying local rice: The case of northern Iranian consumers. Appetite, 114, 350-359. DOI: https://doi.org/10.1016/j.appet.2017.03.044
Sani, A. A., Sani, R. M., & Idi, S. (2023). Effects of Covid-19 Pandemic on Rice Price Variation Among Consumers in Kaduna Metropolis, Kaduna State, Nigeria. Journal of Agripreneurship and Sustainable Development, 6(2), 162-170. DOI: https://doi.org/10.59331/jasd.v6i2.444
Seck, P. A., Diagne, A., Mohanty, S., & Wopereis, M. C. (2012). Crops that feed the world 7: Rice. Food security, 4(1), 7-24. DOI: https://doi.org/10.1007/s12571-012-0168-1
Statista (2021). Import Volume of Rice in Africa from 2017/2018 to 2021/202. Retrieved from: https://www.statista.com/statistics/1294215/import-volume-of-rice-in-africa/
Thilmany, D., Bond, C. A., & Bond, J. K. (2008). Going Local: Exploring Consumer Behavior and Motivations for Direct Food Purchases. American Journal of Agricultural Economics, 90(5), 1303-1309. Portico. DOI: https://doi.org/10.1111/j.1467-8276.2008.01221.x
Tomlins, K. I., Manful, J. T., Larwer, P., & Hammond, L. (2005). Urban consumer preferences and sensory evaluation of locally produced and imported rice in West Africa. Food quality and preference, 16(1), 79-89. DOI: https://doi.org/10.1016/j.foodqual.2004.02.002
Trang, N. T., Kopp, S. W., Tu, V. H., & Yabe, M. (2023). Urban Vietnamese consumers’ preferences for attributes of sustainably produced rice. Journal of Consumer Marketing, 40(3), 286-304. DOI: https://doi.org/10.1108/JCM-12-2020-4334
Twine, E. E., Ndindeng, S. A., Mujawamariya, G., Adur-Okello, S. E., & Kilongosi, C. (2023). Consumer preferences for rice in East Africa. British Food Journal, 125(13), 316-329. DOI: https://doi.org/10.1108/BFJ-08-2022-0698
Wahyudi, A., Kuwornu, J. K. M., Gunawan, E., Datta, A., & Nguyen, L. T. (2019). Factors influencing the frequency of consumers’ purchases of locally-produced rice in Indonesia: A Poisson regression analysis. Agriculture, 9(6), 117. DOI: https://doi.org/10.3390/agriculture9060117
WARDA (2008). "Rice trends in Sub-Saharan Africa." Africa Rice Center (WARDA) Cotonou, Benin. Retrieved from www.warda.org
Wongnaa, C. A., Prah, S., Austin, S. A., Agyei Amponsah, E., Achina, C., Aban Ekow, D., Mazzola, I. H., & Tweneboa Kwaku, S. (2024). Consumption patterns of organic vegetable consumers in Ghana. Cleaner and Responsible Consumption, 12, 100159. DOI: https://doi.org/10.1016/j.clrc.2023.100159
Zalkuwi, J. (2019). Economics analysis of rice marketing in Mubi North Local Government Area of Adamawa State, Nigeria. Agricultural Science and Technology, 11(4), 356–359. DOI: https://doi.org/10.15547/ast.2019.04.061
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Collins Yeboah Asiedu, Stephen Opoku-Mensah, Benjamin Sarfo (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
How to Cite
