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Dec 31, 2025Keywords:
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Main Article Content
Drivers of Consumer Preference and Packaging Choice for Local Rice in Abia State, Nigeria
Abstract
The study examined the socio-economic factors influencing the choice of packaging and preferences for local rice in Abia State, Nigeria. A multi-stage sampling procedure was used to select 60 respondents for the study. Data analysis was conducted using descriptive statistics and inferential methods, including means, frequencies, percentages, ordered probit regression, and multinomial logistic regression. Results showed that the majority of respondents were males (53.3%), while females accounted for 46.7%. The average age was 33 years, and the mean household size was four persons. Nearly half of the respondents (48.3%) were married. More than half (55%) had access to credit, and a large proportion (70%) were members of an association. The average monthly income among respondents was ₦100,262.50. Probit regression analysis revealed that age, gender, household size, educational status, experience in rice consumption, and the amount of credit accessed were significant determinants of consumers’ preferences for local rice. For packaging choices, multinomial logistic regression indicated that marital status, gender, household size, and amount of credit accessed were significant factors influencing a preference for the 25kg package over the paint packaging. Meanwhile, marital status, gender, cooperative membership, and the amount of credit accessed significantly influenced a preference for the 50kg package over the paint packaging. This study concludes that consumer preference for local rice in Abia State is not merely a matter of taste but is significantly shaped by a range of socio-economic factors. It is therefore recommended that government price intervention programmes be introduced to stabilize the fluctuation in local rice prices. In addition, policies that increase the purchasing power of consumers, especially household heads, should be promoted, as this would positively impact food security and nutritional outcomes.
