Journal of Economics and Sustainable Development www.iiste.

org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

7$
Consumers Perception on Ofada Rice in Ibadan North Local
Government Area of Oyo State Ni!eria

Sowunmi +. ,.-( &migie &. .. and Daniel D. /.
Department of ,gricultural Economics( 0niversit1 of Ibadan( Ibadan( Nigeria.
.orresponding ,ut2or email3 fasowunmi4live.co.u5

Abstract
/2e stud1 e6amined t2e consumers7 perception on &fada rice in Ibadan Nort2 local 8overnment ,rea of &1o
state. 9espondents were identified using a multi-stage sampling tec2ni:ue. "robit anal1sis was emplo1ed to
ac2ieve t2e ob;ective of t2e stud1. /2e stud1 revealed t2at 7*.)< of t2e respondents preferred &fada rice to
ot2er rice. ,mong t2e respondents t2at 2ave preference for &fada rice( =%.2< cannot afford it at t2e present
price. "resence of foreign material( long time of coo5 and 2ig2 price of &fada rice are t2e reasons t2at some
respondents preferred ot2er rice. /2e stud1 affirmed t2at t2e :ualit1 of &fada rice influences consumer7s
preference !p>.1#. ?ouse2old si@e and mont2l1 income and t2e number of wife in male 2eaded 2ouse2olds
significantl1 influence consumer7s preference for &fada rice in t2e stud1 area. /2e need for increased
productivit1 of farmers t2roug2 improved tec2nolog1 w2ic2 will 2elp to ma5e it affordable li5e ot2er rice is
recommended.
"ey#ords$ .onsumer preference( &fada rice( ,gricultural /ransformation ,genda( probit.
%&L$ '(( P)*

Introduction
9ice is an important staple food worldwide. ,ccording to Jones !1AA%#( rice is t2e second most important cereal
in t2e world after w2eat in terms of production. Nigeria is t2e largest net importer of rice in ,frica and t2e
second largest importer in t2e worldB w2ile Nigeria is ran5ed t2e 2ig2est producer and consumer of rice in t2e
Cest ,frica sub region. ,5ande and ,5po5od;e !2=# opined t2at( since t2e mid-1A7s( rice consumption in
Nigeria 2as risen tremendousl1( at about 1< per annum due to c2anging preferences w2ile domestic production
2as never been able to meet t2e demand leading to considerable imports w2ic2 toda1 stands at about 1((
metric tons 1earl1. ,ccording to Daramola !2%#( t2e annual domestic output of rice in Nigeria still 2overs
around =. million metric tons( leaving t2e 2uge gap of about 2.2 million metric tons annuall1( a situation(
w2ic2 2as continued to encourage dependence on importation !Daramola 2%B +D,E9D 212#.
/2e dependenc1 of t2e countr17s econom1 on crude oil as ma;or source of revenue encourages
importation of food at t2e detriment of local food production. Nwa;iuba !212# stated t2at Nigeria faces a
looming food securit1 crisis wit2 a growing population t2at is increasingl1 dependent on imported foods. /2is is
so( bearing in mind t2e volatilit1 in t2e crude oil mar5et F t2e ma;or source of revenue for food import.
,ccording to t2e +ederal Dinistr1 of ,griculture and 9ural Development !212#( 0S G2billion is being spent
annuall1 on rice importation w2ic2 translates to 0SG)million dail1B t2is is an attendant to t2e fact t2at its
continual importation is not sustainable fiscall1( economicall1 and politicall1. 9ice importation is seen as a
waste of foreign e6c2ange based on t2e comparative advantage of t2e countr1 in rice production.
0S,IDHD,9IE/ !nd# submitted t2at NigeriaJs arable land and agro-climatic conditions provide a robust
natural resource base for rice production( w2ic2 could well e6ceed local demand. E6cessive imports put 2ig2
pressure on t2e naira and 2urting t2e econom1 and t2e Nigerian farmers in particular b1 displacing local
production and creating rising unemplo1ment !+D,E9D 212#. /2e cost of t2ese rice imports represents a
significant amount of lost earnings for t2e countr1 in terms of ;obs and income !Kamba et al.( 21#.
/2e 2ig2 demand for imported rice in t2e countr1 purportedl1 stems from t2e average Nigerian
consumer7s desire for w2ite polis2ed rice unli5e most ,frican countries li5e 82ana w2ere t2ere is a preference
for brown rice w2ic2 is c2eaper in cost t2an polis2ed rice and ric2er in nutrients !,ondoa5aa 21=#. ,ccording
to 9utsaert et al. !21=# and 0S,ID !2Ab#( t2e switc2 of urban consumption from local coarse local rice to
imported rice can be e6plained b1 consumers7 perception t2at local rice is of inferior :ualit1. &wing to a large
percentage of foreign matter and low levels of post2arvest grading and sorting( local rice fails to meet
e6pectations concerning reduced wor5load and time spent on sorting and coo5ing rice( and 2ence falls s2ort
relative to imported rice in t2is convenience dimension. Several consumer-preference surve1s in Kenin( Kur5ina
+aso( .Lte d7Ivoire( Nigeria and Senegal confirm t2is !ManNon et al. 21( 2=B Ion5obo et al. 22B ManNon
and Ken@ 27B +all and Diagne 2$B Demont et al. 212( 21=a( b#. /2is criticall1 e6plains w21 imported rice
is preferred in man1 countries to local rice( wit2 Dali( 8ambia and 8uinea as e6ceptions !0S,ID 2Ab#.
/2e drain on t2e foreign reserve led t2e government to come up wit2 various strategies in order to ma5e
Nigeria self-sufficient in rice production. ,mong t2ese strategies are !i# t2e Nigerian National 9ice Development
Strateg1 !N9DS# set up in 2A aimed at ma5ing t2e countr1 self-sufficient in rice b1 raising production of
Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

7A
padd1 rice from =.* million tonnes in 27 to 12.$ million tonnes in 21$( !ii# /2e "residential Initiative on rice
implemented from 21 to 27 was centred on developing rice production( processing and e6ports( and aimed
to ac2ieve self-sufficienc1 and increase rice e6ports b1 27. None of t2ese strategies ac2ieved its aims as t2e
importation of rice continued unabated. Imole2in and Cada !2# reasoned t2at inconsistent government polic1
on rice imports 2as seriousl1 affected local production. /2e current government effort aimed at encouraging
local production of rice is contained in ,gricultural /ransformation ,genda !,/,#. /2e polic1 !,/,# is not
onl1 aimed at ma5ing Nigeria self-sufficient in rice production b1 217( it also aimed at treating agriculture as a
business rat2er t2an a development pro;ect. /2is means t2at farmers are being encouraged to produce at
commercial :uantit1. ,lso( import tariffs are introduced to ma5e domestic rice more competitive on price alone.
?owever( 9utsaert et al. !21=# posited t2at price policies did not wor5 due to t2e low responsiveness of rice
consumers to price c2anges( especiall1 in countries w2ere rice is t2e main staple crop. Dore recent consumer-
preference studies of +all and Diagne !2$# and ManNon et al. !2*# confirm t2is conclusion. Establis2ment of
rice mills b1 private individuals and public-private partners are being encouraged to 2andle t2e processing of
large :uantit1 of papp1 rice e6pected as a result of ,/, implementation.
Daramola !212# identified t2ree ma;or production s1stems for local and improved domestic rice in
Nigeria( namel1 upland rain-fed( lowland rain-fed and irrigated production. ?e claimed t2at t2ese s1stems
account for A7< of rice production in Nigeria. /2e ma;or rice varieties grown in Nigeria are t2e local rice
namel1 8bo5o( ,ba5ali5i( Do5wa and &fadaB w2ile improved domestic varieties are +aro series( Nerica $ and
I/, series. ,mong t2ese local rice varieties( &fada rice is peculiar to sout2west( Nigeria. &fada rice is a generic
name used to describe all rice produced and processed in t2e rice producing clusters of sout2 west Nigeria. /2e
s2ort grain robust rice( believed to be &S) and I/, 1% varieties( is named after &fada( a small rural communit1
in &bafemi-&wode Mocal 8overnment ,rea of &gun State. It is an unpolis2ed s2ort grain wit2 red 5ernels
w2ic2 is not related to an1 ot2er rice. &fada rice 2as recentl1 gained prominence internationall1 attention !II/,(
27#. It presents a strong consumer disposition and it is perceived to be more nouris2ing due to its natural state.
,ccording to &saretin et al. !27#( &fada rice variet1 contains 2ig2er protein( fibre and lower water content
t2an t2e commonl1 consumed foreign rice !aroso#. , lot of potentials e6ist in its cultivation( processing and
e6port !2ttp3HH21stplacelive.comH&fadarice.2tm#. .onsumer-preference studies s2ow t2at taste is an important
attribute t2at tends to favour local rice( but it is not t2e most decisive attribute in man1 cases !ManNon et al. 21(
2=B Ion5obo et al. 22B ManNon and Ken@ 27B +all and Diagne 2$B Dosele1 et al. 21B Demont et al.
212#. "r&p.om !27# and &monona et al. !211# affirmed t2at &fada rice is li5ed b1 consumers of all income
classes for its distinct taste and aroma. &bsolete and inefficient processing tec2nologies are identified as t2e
problems of &fada rice production !&monona et al. 211#.
Kearing in mind t2e e6pected increase in production of local riceB most especiall1 &fada rice as a result
of current intervention b1 government( t2e need for sustainable production 2inges on increase in demand for
local rice !&fada rice# b1 consumers w2ose preference for rice imported from India( /2ailand( .2ina and 0S, is
ver1 2ig2. /2e need for demand-focused researc2 arises in order to determine anticipated demand for local rice
!&fada rice# b1 estimating t2e proportion of consumers t2at 2ave preference for &fada rice as well as identif1ing
t2e reasons t2at some consumers prefer foreign rice to &fada rice and incorporate suc2 reasons at t2e appropriate
point along its value c2ain in order to raise consumers7 preference. ,ccording to 0S,IDHDar5et !nd#( consumer
preference for 2ig2er :ualit1 product and limited domestic processing capacit1 creates demand for imports. /2e
factors influencing consumers7 preference as well as t2e probabilit1 t2at a 2ouse2old will prefer &fada rice are
determined b1 t2e stud1.

+heoretical frame#or,
+heory of consumer preferences
/2e stud1 is based on t2eor1 of consumer preferences. .onsumer preferences are defined as t2e sub;ective
!individual# tastes( as measured b1 utilit1( of various bundles of goods. /2e1 permit t2e consumer to ran5 t2ese
bundles of goods according to t2e levels of utilit1 t2e1 give t2e consumer. Note t2at preferences are independent
of income and prices. ,bilit1 to purc2ase goods does not determine a consumer7s li5es or disli5es. &ne can 2ave
a preference for &fada rice over foreign rice but onl1 2ave t2e financial means to bu1 foreign rice !Note t2at
foreign rice is c2eaper t2an t2e &fada rice#.
/2e goal of t2e t2eor1 of preferences is for t2e consumer to be able to ran5 t2ese commodit1 bundles
according to t2e amount of utilit1 obtained from t2em. In ot2er words( t2e consumer 2as different preferences
over t2e different combinations of goods defined b1 t2e set of commodit1 bundles. /2ere are four assumptions
on consumer consumer7s preferences. /2e first is decisiveness. ?ere( given an1 two commodit1 bundles in
commodit1 space( t2e consumer must be able to ran5 t2em. Suppose two commodit1 bundles( for e6ample(
&fada rice and foreign rice are randoml1 c2osen. /2is assumption means t2at t2e consumer must be able to sa1
t2at t2e1 prefer &fada rice over foreign rice( or foreign rice over &fada rice( or t2at &fada rice and foreign rice
provide t2e same level of utilit1. /2e second assumption is consistenc1. /2e consumer must be consistent in
Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

$
preference and ran5ings. Suppose ,ba5ali5i rice is now included in t2e bundle. Met t2e consumer prefer &fada
rice over foreign rice( and also foreign rice over ,ba5ali5i rice. /2en b1 t2is assumption t2e consumer must
prefer &fada rice over ,ba5ali5i rice. /2e following two assumptions are not re:uired to develop t2e t2eor1 of
t2e consumer( but simplif1 matters significantl1.
/2e t2ird assumption is non-satiation. In ot2er words( more is alwa1s better t2an less. Dore formall1(
an1 commodit1 bundle wit2 at least as muc2 of one good and more of t2e ot2er must be preferred. /2e last of t2e
assumptions is conve6it1( w2ic2 is t2e most difficult to e6plain. It is based on t2e notion t2at as a consumer
consumes more and more of a particular good( t2e additional utilit1 obtained decreases. .onve6it1 sa1s t2at
marginal utilit1 declines as consumption increases. Note t2at t2e total utilit1 continues to increase if marginal
utilit1 is positive !w2ic2 it must be for non-satiation to 2old#( but total utilit1 increases at a decreasing rate if
marginal utilit1 is declining !business.usi.eduHcas2elH2*1Hte6t<2filesHconsumer.pdf#.

-ethodolo!y
/2e stud1 was carried out in is Ibadan Nort2 Mocal 8overnment area. /2e c2oice of t2e local government is
based on its cosmopolitan nature and t2e location of man1 mar5ets t2at deals wit2 agricultural and non-
agricultural item. /2e cit1 of Ibadan is located appro6imatel1 on longitude =

%
1
east of t2e 8reenwic2 Deridian
and latitude 7

2=
1
nort2 of t2e E:uator at a distance of about 1*%5ilometres nort2 east of Magos. Economic
activities underta5en b1 people in t2e local government area include trading( public service and agriculture.
Ibadan Nort2 Mocal 8overnment 2as t2e largest land area among t2e urban local governments7 areas in Nigeria
wit2 1*%.%$5m
2
and a population of =)(7A% people !N".( 2)#. It is bounded in t2e Cest b1 Ido and Ibadan
Nort2 Cest Mocal 8overnment( bounded in t2e East b1 Magelu( Egbeda and Ibadan Sout2 East Mocal
8overnment respectivel1 and it is bounded in t2e Nort2 b1 ,5in1ele Mocal 8overnment.
Structured :uestionnaire was used to collect data from 2ouse2olds in t2e stud1 area. , multi-stage
sampling tec2ni:ue was used to select t2e respondents. In t2e first stage purposive sampling was used to select
onl1 2ouse2olds w2ic2 e6cluded students. In t2e second stage simple random sampling tec2ni:ue was used to
select respondents t2at cut across different professions !civil service( trading and artisan#. Data on
socioeconomic c2aracteristics( preferred rice !&fada( foreign rice( ,ba5ali5i rice among ot2ers#( reasons t2at
some respondent7s prefer ot2er rice to &fada rice( 2ow to improve consumers7 preference for &fada and mont2l1
income( c2oice place of eating &fada( fre:uenc1 of &fada consumptionHwee5 among t2e respondents t2at 2ave
preference for it( ran5ing of consumer preferences among ot2er :uestions. &ne 2undred and fift1 :uestionnaires
were administered w2ile 1= were returned to time. Descriptive( c2i-s:uare and probit anal1ses were emplo1ed
to ac2ieve t2e ob;ective of t2e stud1.
.2i-s:uare is a statistical test commonl1 used to compare an observed data wit2 data we would e6pect
to obtain according to a specific 21pot2esis. It is used in t2is stud1 to investigate w2et2er consumers7 preference
for &fada rice is influenced b1 :ualit1 or not. Oualit1 of &fada rice is based on colour and si@e of grain( aroma(
and taste( presenceHabsence of foreign particles and ease of coo5ing. Data for t2e anal1sis were obtained using
Mi5ert scale. Mi5ert-t1pe or fre:uenc1 scales use fi6ed c2oice response formats and are designed to measure
attitudes or opinions !Kowling 1AA7( Kurns E 8rove 1AA7#. /2ese ordinal scales measure levels of
agreementHdisagreement. , Mi5ert-t1pe scale assumes t2at t2e strengt2Hintensit1 of e6perience is linear( t2at is(
on a continuum from strongl1 agree to strongl1 disagree( and ma5es t2e assumption t2at attitudes can be
measured. Mi5ert scale is a five !or seven# point scale w2ic2 is used to allow t2e individual to e6press 2ow muc2
t2e1 agree or disagree wit2 a particular statement.
Doreover( t2e stud1 also utili@ed probit anal1sis to determine factors influencing consumers7 preference
for &fada rice and t2e probabilit1 t2at a person c2osen at random in t2e stud1 area will prefer &fada rice.
,ccording to Spearman !2$# probit is based on a latent model.

P" !6
1
Q RS
1
T U6#

Matent variable3 0nobservable variable 1
-
w2ic2 can ta5e all values in !-V( R V#.
8enerall1( 1
1
is t2e binar1 dependent variable.
Q represents t2e coefficient of t2e independent variable
1 P 1 represents consumers t2at 2ave preference for &fada rice
1 P represents consumers t2at do not 2ave preference for &fada rice
!der

represents gender of respondents
inc

represents mont2l1 income !N#
hhs represents 2ouse2old si@e
maritstat represents marital status !married including widows and widowersP1( single and divorced P#
nof#ve represents number of wives in male 2eaded 2ouse2olds

# 6 ! + 1
# 6 W 6 ! "
# 6 W 6 ! "
# 6 W 1 ! " # 6 W 1 1 ! "
J
i
J
i i
i
J
i
-
i i
=
> =
> + =
> = =
Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

$1
Results and discussion
/2e result s2ows t2at ma;orit1 of 2ouse2olds in t2e stud1 area is male 2eaded !$$<# w2ile most of t2e females
2eaded 2ouse2olds are single parents and widows. /2e result reveals t2at )1.%< of t2e respondents are married.
/2is result confirms t2e patrilineal nature of t2e Nigerian societ1. +urt2ermore( most of t2e respondents fall
wit2in t2e age brac5et of 2$ - =71ears w2ile t2e average age is *=1ears !see figure 1#. /2e result revealed 2ig2
literac1 level in t2e stud1 area !A).A<( t2at isB respondents wit2 education above primar1 sc2ool#. /2e average
2ouse2old si@e for t2e respondents t2at prefer &fada rice and ot2er rice are *.=$ and %.$$ respectivel1 !,ppendi6
1#. /2is means t2at preference for &fada rice is common among families wit2 small 2ouse2old si@e. /2e average
mont2l1 income of respondents in t2e stud1 area is N$1($=$32$. ?owever( t2e mont2l1 income of respondents
t2at 2ave preference for &fada rice is greater t2an !N$A(77=.A)# t2ose t2at prefer ot2er rice !N%$(=1.2%#. +rom
t2e foregoing( it means t2at preference for &fada rice is common among t2e 2ig2 income earners and famil1 wit2
small 2ouse2old si@e. /2is ma1 be attributed to 2ig2 price of &fada rice per X5ongo7 !local unit of measurement#
compared to ot2er rice.

/i!ure ($ A!e distribution of respondents


Specificall1( t2e price of &fada rice per Iongo ranges between N1 and N12 w2ile t2e price of
foreign rice ranges between N2$ and N=. /2is means t2at a consumer wit2 N1 can bu1 more t2an t2ree
X5ongos7 of foreign rice. Despite t2e 2ig2 price of &fada rice per 5ongo( t2e stud1 revealed t2at 7*.)< of t2e
respondents prefer &fada rice to ot2er rice. /2is is in agreement wit2 t2eor1 of consumer preference t2at
preferences are independent of income and prices. 9easons given b1 respondents for preferring ot2er rice
include presence of foreign material( longer time to coo5 and 2ig2 price of &fada rice per 5ongo. ,lso( among
t2e respondents t2at 2ave preference for &fada rice( =%.2< cannot afford it at t2e present price. /2is finding is
corroborated b1 t2e fact t2at )7.%< of t2e respondents eat &fada rice at parties w2ere it is served free. &nl1
27.=< of respondents eat &fada rice at 2ome. /2e low percentage ma1 be attributed to 2ig2 cost of &fada rice in
t2e mar5et due to low productivit1. ,ccording to 0S,IDHDar5et !nd#( raising productivit1 per 2ectare( and
improving efficienc1 t2roug2out t2e value c2ain are ma;or c2allenges in t2e domestic rice sector in Nigeria.
Despite 2ig2 preference for &fada rice among t2e respondents( ma;orit1 still ran5ed imported rice first !)=.1<#
w2ile *1.$< of t2e respondents ran5ed &fada rice first based on mar5et price per X5ongo7( presence of foreign
material and ease of coo5ing.
?owever( t2e stud1 affirmed t2at t2e :ualit1 of &fada rice influences consumer preference !p>.1#.
/2is finding is supported from t2e response during data collection. Da;orit1 of t2e respondents !$A.)<# t2at
prefer ot2er rice attributed t2eir preference to presence of foreign material on t2e relativel1 c2eap &fada rice
compared to t2e pac5aged ones. /2e1 claimed t2at appreciable time is re:uired to remove t2e foreign materials
before coo5ingB 2ence( t2e coo5ing time is prolonged.
Doreover( t2e stud1 s2owed t2at mont2l1 income of respondents( 2ouse2old si@e and t2e number of
wife in male 2eaded 2ouse2olds significantl1 influenced consumers7 preference for &fada rice. /2e coefficient
of mont2l1 income is significant !p>.1# and it revealed t2at for an1 marginal increase in mont2l1 income( t2e
Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

$2
probabilit1 t2at consumer will 2ave preference for &fada rice increase b1 .%)<. /2is means t2at preference
and consumption of &fada rice is common among 2ouse2olds wit2 2ig2 mont2l1 income. ,lso a marginal
increase in t2e 2ouse2old si@e reduces t2e probabilit1 of consumers7 preference for &fada rice b1 =.A)<. /2e
2ig2 cost of &fada rice ma1 be t2e reason for t2e positive relations2ip between &fada preference and 2ouse2old
si@e. Since t2e price for a 5ongo of &fada rice can bu1 more t2an t2ree 5ongos of foreign rice( a large 2ouse2old
si@e will prefer ot2er rice to &fada rice coupled wit2 t2e ease of coo5ing. +urt2ermore( t2e stud1 s2ows t2at t2e
probabilit1 t2at a person c2osen randoml1 from t2e stud1 area would prefer &fada rice is .$2. /2is means t2at
c2osen 1 respondents from t2e stud1 area( $2 will prefer &fada rice.

Probit analysis result for consumers preference for Ofada rice
Coefficient Std. error 0 p1value -ar!inal effect
.onstant -1.1*A7) .A)11* -1.27 .2*%
8der -.1%%7 .=*7$A) -.*% .)%** -.=A7)%$
,g -.2% .1$7 -.1A .$%2 -.%=7%A%
Inc 2.1% 6 1
-%
%.%= 6 1
-)
*.27 1.A$ 6 1
-%---
%.)*$ 6 1
-)

?2s -.1%1 .)7 -2.2% .2%-- -.=A%7)
maritstat .271 .=2A .$2 .*12 .727$$A
Nofwve -.A12 .%11 -1.7$ .7%- .2=$A*)
Note$ --- means 1< level of significance( -- means %< level of significance( - means %< level of significance
Dean Dependent var .7%1A=$ S. D. dependent var .2)1A=
Dc+adden 9-s:uared .271*$% ,d;usted 9-s:uared .17*)1A
Mog-li5eli2ood -%2.)*)=7 ,5ai5e criterion 11A.2A27
Sc2war@ criterion 1=A.=11* ?annan-O0INN 127.*2)7

Conclusion and recommendation
/2e stud1 e6amined consumers7 perception on &fada rice in Ibadan Nort2 Mocal 8overnment ,rea of &1o State(
Nigeria. /2e stud1 reveal t2at t2ere is 2ig2 preference for &fada rice in t2e stud1 area and t2at among t2ose t2at
prefer &fada rice( substantial percentage of t2ese respondents cannot afford &fada rice because of its 2ig2 price
compared to ot2er rice. "resence of foreign material( 2ig2 price and longer coo5ing time are reasons given b1
respondents t2at refer ot2er rice to &fada rice. /2e stud1 also affirmed t2at preference for &fada rice b1
consumer is influenced b1 t2e :ualit1 !grain si@e( aroma( taste( ease of coo5 and e6tent of foreign particles#.
Doreover( t2e stud1 also s2owed t2at respondents7 mont2l1 income( 2ouse2old si@e and number of wife b1 male
2eaded 2ouse2olds influence consumers7 preference for &fada rice.
/2e foregoing s2owed t2at t2ere is 2ig2 preference for &fada rice w2ic2 is necessar1 for t2e
sustainabilit1 of t2e government efforts towards encouraging local production of rice t2roug2 ,gricultural
/ransformation ,genda. ?owever( for t2is preference to transform to effective demand t2ere is t2e need for
increased productivit1 of farmers t2roug2 improved tec2nolog1 w2ic2 will 2elp to ma5e it affordable li5e ot2er
rice. It is also imperative t2at t2e tec2nolog1 involved in t2e processing of rice !removal of foreign material in
particular# s2ould be made affordable to local farmers so t2at t2e1 can benefit more in t2e value c2ain of &fada
rice. /2is implies t2at t2e present government effort to boost local rice production t2roug2 8rowt2 En2ancement
Sc2eme as ens2rined in ,/, 2as not made a tangible impact on &fada rice production.

References
,5ande S& E ,upo5od;e 8( 2=. 9ice "rices and Dar5et Integration in Selected ,reas in Nigeria. ,griculture
and 9ural Development Department 9esearc2 9eport.
,ondoa5aa DI( 21=. "rospects and .2allenges of Indigenous Investors in t2e ,ctuali@ation of 9ice 9evolution
"lan. , "aper "resented at t2e 21= International Engineering .onference and E62ibition /agged
Y,bu;a 21=Z of t2e Nigerian Societ1 of Engineers 2olding between At2 F 1=t2 December 21= at t2e
International .onference .entre( ,bu;a( Nigeria
Kamba I( Diagne ,( Danful J E ,;a1i ,( 21. ?istoric &pportunities for 9ice 8rowers in Nigeria. 8rain de sel.
No. %1( Jul1 F September 21.
Kowling ,( 1AA7. 9esearc2 Det2ods in ?ealt2. Kuc5ing2am( &pen 0niversit1 "ress.
Kurns N E 8rove SI( 1AA7( /2e "ractice of Nursing 9esearc2 .onduct( .riti:ue( E 0tili@ation. "2iladelp2ia3
C.K. Saunders and .o.
.onsumer "references. ,vailable on www. business.usi.eduHcas2elH2*1Hte6t<2filesHconsumer.pdf
Daramola K( 2%. 8overnment "olicies and .ompetitiveness of Nigerian 9ice Econom1. , "aper presented at
t2e Cor5s2op on 9ice "olic1 E +ood Securit1 in Sub-Sa2aran ,frica7 organi@ed b1 C,9D,(
.otonou( 9epublic of Kenin( November 7- A( 2%.
Demont D( [ossou E( 9utsaert "( Ndour D( 'an Dele " E 'erbe5e C( 212. .onsumer valuation of improved
Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

$=
rice parboiling tec2nologies in Kenin. +ood Oualit1 and "reference 2=3 )=F7.
+all ,, E Diagne ,( 2$. Etude de la relation :ualit\-pri6 du ri@ produit dans la vall\e du fleuve S\n\gal.
,ssociation pour le d\veloppement de la ri@iculture en ,fri:ue de l7&uest !,D9,&#( Saint-Mouis(
Senegal.
+ederal Dinistr1 of agriculture and 9ural Development( 212. ,gricultural /ransformation ,genda3
9epositioning ,griculture to drive Nigeria7s Econom1.
II/, E N.9I( 27. Definition of &fada rice :ualities t2roug2 varietal identification and testing3 ) -11.
Imole2in ED E Cada ,.( 2. Deeting t2e rice production and consumption demands of Nigeria wit2
improved tec2nologies. +,& .orporate Document 9epositor1. International 9ice .ommission
Newsletter.
Jones D"( 1AA%. /2e 9ice "lant and its Environment Cest ,frican 9ice Development ,ssociation !C,9D,#
training 8uide 23 1 F 1).
Ion5obo ].( Iarimou ,9( Iabore S E Diasso I( 22. Mes prati:ues alimentaires ^ &uagadougou( Kur5ina
+aso. .entre National pour la 9ec2erc2e Scientifi:ue et /ec2ni:ue !.N9S/#( .entre de cooperation
internationale en rec2erc2e agronomi:ue pour le d\veloppement !.I9,D#( &uagadougou( Kur5ina
+aso.
ManNon + E Ken@ ?D( 27. 9ice imports in Cest ,frica3 trade regimes and food polic1 formulation. , "aper
presented at t2e 1)
t2
seminar of t2e European ,ssociation of ,gricultural Economics !E,,E#( "ro-
poor Development in Mow Income .ountries3 +ood( ,griculture( /rade and Environment( Dontpellier(
+rance( 2%F27 &ctober.
ManNon +( Erenstein &( /our\ , E ,5po5ed;e 8( 2*. Oualit1 and competitiveness of local and imported rice
on Cest ,frican urban mar5ets. .a2iers d7\tudes et de rec2erc2es francop2ones 1=3 11F11%.
ManNon +( /our\ , E /eslim I( 21. 9ice .onsumption Surve1 in Koua5\3 Descriptive ,nal1sis. Cest ,frica
9ice Development ,ssociation( Koua5\( .Lte d7Ivoire.
Mi5ert 9( 1A=2. , /ec2ni:ue for t2e Deasurement of ,ttitudes. ,rc2ives of "s1c2olog1 1*3 1F%%.
Dosele1 C8( .arne1 J and Kec5er M( 21. Neoliberal polic1( rural liveli2oods( and urban food securit1 in
Cest ,frica3 a comparative stud1 of /2e 8ambia( .Lte d7Ivoire( and Dali. "roceedings of t2e
National ,cadem1 of Sciences 173 %77*F%77A.
National "opulation .ommission 2). N". 9eleases 2) population figures. ,vailable on
www.nigeriavillages:uare.comH...Hnpc-releases-233*-population-figures-...
Nwa;iuba( .. !212#3 YNigeria7s agriculture and food securit1 c2allenges.Z ,vailable on
www.boell.orgHdownloadsH*_8reen_Deal_Nigeria_,89I.0M/09E.pdf
&+,D, rice. ,vailable on 2ttp3HH21stplacelive.comH&fadarice.2tm
&monona K/( Mawal J& and &1ebi1i ID( 211. "rofitabilit1 and resource-use efficienc1 among &fada rice
farmers in Sout2west( Nigeria. ,frican .rop Science .onference "roceedings 13 )A F 71
&saretin ,( Ebue2i / E &1ewole ,.( 27. Effect of coo5ing and soa5ing on p21sical c2aracteristics( nutrient
composition and sensor1 evaluation of indigenous and foreign rice varieties in Nigeria. ,frican
Journal of Kiotec2nolog1 )!$#311)-12.
&saretin ,( Ebue2i / and &1ewole ,.( 27. Effect of coo5ing and soa5ing on p21sical c2aracteristics( nutrient
composition and sensor1 evaluation of indigenous and foreign rice varieties in Nigeria. ,frican
Journal of Kiotec2nolog1 )!$#3 11)-12.
&ta2a IJ( 21=. +ood Insecurit1 in Nigeria3 Ca1 +orward. ,n International Dultidisciplinar1 Journal( Et2iopia 7
!*#.
&1inbo &( &mole2in 9, E ,bdulsalam [( 21=. ?ouse2old .onsumption "reference for Imported and
Domestic 9ice in Iaduna State( Nigeria3 Implication for 9ice Oualit1 Improvement. "roduction
,griculture and /ec2nolog1 Journal( A!1#3 2A F =7.
"r&p.om 27. &fada 9ice Demand .2aracteristics and Deasurements. "romoting pro-"oor &pportunities
t2roug2 .ommodit1 and Service Dar5ets( ,bu;a( Nigeria.
9ice at a 8lance`t2e D,9IE/S "erspective 0S,IDHDar5et ,vailable on3
2ttp3HHwww.nigeriamar5ets.orgHfilesH9ice<2fact<2s2eet_+IN,M.pdf
Sperman ,( 2$. /2e "robit Dodel. 0niversit1 of +reiburg( SS 2$. ,vailable on www.@ew.de
0S,ID( 2Ab. 8lobal +ood Securit1 9esponse3 Cest ,frica 9ice 'alue .2ain ,nal1sis. 0nited States ,genc1
for International Development( Cas2ington( D..
0S,IDHDar5et( !nd#. 9ice at a 8lance`t2e D,9IE/S "erspective. ,vailable on
2ttp3HHwww.nigeriamar5ets.orgHfilesH9ice<2fact<2s2eet_+IN,M.pdf




Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

$*
Appendices

Appendi4 ($ 'escriptive statistics for all the respondents
Parameter A!e 5years6 Income5N6 7ousehold si0e
Dean *=.*2 $1($=$.2$ *.7)
Standard error 1.*) 277%.** .2=
Dedian =2.% $)(%% %
Dode =2.% 1%(%% $
Standard deviation 1).)$ =1(*.%1 2.)2
Sample variance 27$.21 A$%(AA2(2)=.1) ).$)
Iurtosis -.$7 -.)) -.A*
S5ewness .72 -.*7 -.*
9ange % 12*(% A
Dinimum 22.%
Da6imum 72.% 12*(% A
Sum %)*% 1(*7%(= )1*
.ount 1= 12$ 12A
Source3 +ield Surve1 21*

Appendi4 2$ 'escriptive analysis for those that prefer and those that do not prefer Ofada rice
"arameter Preference
for other
rice 5a!e in
years6
Preference
for Ofada
rice 5a!e
in years6
Preference for
other rice
5monthly
income in
Naira6
Preference for
Ofada rice
5monthly
income in
Naira6
Preference
for other
rice
5household
si0e6
Preference
for Ofada
rice
5household
si0e6
Dean =$.%) *%.$ %$(=1.2% $A(77=.A) %.$$ *.=$
Standard
error
2.22 1.7$ =(72*.A =(A=.*$ .*) .2)
Dedian =2.% *2.% *$(%% 1%(%% 7 *
Dode =2.% =2.% *$(%% 1%(%% $ *
Standard
deviation
12.7= 17.%$ 21(71.2= =(=A.7) 2.)2 2.%2
Sample
variance
1)2.12 =$.A1 **=(AA)(%72.%$ A1$()$1(*1A.A) ).$) ).=*
Iurtosis 1.%A -1.2% =.7 .71 -.=* -.$$
S5ewness 1.2 .%% 1.27 -1.11 -.A$ -.=1
9ange % % 11*(% 12*(% $ A
Dinimum 22.% 22.% 1(
Da6imum 72.% 72.% 12*(% 12*(% $ A
Sum 1272.% *(=72.% 1($%7( $()1$(= 1A* *2
.ount == A7 =2 A) == A)

Source3 +ield Surve1 !21*#





Journal of Economics and Sustainable Development www.iiste.org
ISSN 2222-17 !"aper# ISSN 2222-2$%% !&nline#
'ol.%( No.1)( 21*

$%
Appendi4 8a$ Respondents opinion on the 9uality of Ofada rice
"arameter , SD I S, SD /otal
,
1
.ount 2= 17 A 1=
E6pected .ount =).A 1=.) 1$.% *$.1 12.$ 1=.
,
2
.ount =% 17 77 1=
E6pected .ount =).A 1=.) 1$.% *$.1 12.$ 1=.
,
=
.ount 2 * 2 12 =) 1=
E6pected .ount =).A 1=.) 1$.% *$.1 12.$ 1=.
,
*
.ount $ 1 =$ 12$
E6pected .ount =).= 1=.* 1$.2 *7.* 12.) 12$.
,
%
.ount 2% 2$ 2) 2= 2$ 1=
E6pected .ount =).A 1=.) 1$.% *$.1 12.$ 1=.
/otal .ount 1$* )$ A2 2* )* )*$
E6pected .ount 1$*. )$. A2. 2*. )*. )*$.
Source3 +ield Surve1 21*

Appendi4 8b$ Chi1s9uare test result

'alue
Degree of
+reedom
,s1mp. Sig !2-
sided#
"earson .2i-S:uare =77.%2)
a
1) .
Mi5eli2ood ratio *11.)%% 1) .
Number of valid cases )*$

C2ere3
,
1
represents &fada rice 2as a pleasant aroma.
,
2
represents &fada rice tastes better t2an ot2er locall1 produced rice
,
=
represents t2ere are noHlittle foreign particles in &fada rice available in t2e mar5et
,
*
represents aroma ma5es &fada rice m1 c2oice of rice
,
%
represents unli5e ot2er rice( &fada is easier to coo5
, represents ,greed
D represents Disagreed
I represent Indifferent
S, represents Strongl1 ,greed
SD represents Strongl1 Disagreed





The IISTE is a pioneer in the Open-Access hosting service and academic event
management. The aim of the firm is Accelerating Global Knowledge Sharing.

More information about the firm can be found on the homepage:
http://www.iiste.org

CALL FOR JOURNAL PAPERS
There are more than 30 peer-reviewed academic journals hosted under the hosting
platform.
Prospective authors of journals can find the submission instruction on the
following page: http://www.iiste.org/journals/ All the journals articles are available
online to the readers all over the world without financial, legal, or technical barriers
other than those inseparable from gaining access to the internet itself. Paper version
of the journals is also available upon request of readers and authors.

MORE RESOURCES
Book publication information: http://www.iiste.org/book/

IISTE Knowledge Sharing Partners
EBSCO, Index Copernicus, Ulrich's Periodicals Directory, JournalTOCS, PKP Open
Archives Harvester, Bielefeld Academic Search Engine, Elektronische
Zeitschriftenbibliothek EZB, Open J-Gate, OCLC WorldCat, Universe Digtial
Library , NewJour, Google Scholar