A nalysis of consumer choice based attributes of rice in the market: A case of Morogoro urban market
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Date
2017
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Mzumbe University
Abstract
In a globalized markets were most individuals are employed and level of income is high due to rapid growth of industrialization and urbanization food market are more complex and competitive where consumer have more power to demand for specific attributes in terms of health, safety and quality of the food. The major challenge is to produce appropriate and affordable rice which suits the preference of its people. The main aim of the study was to analyze factors influencing consumer choice on rice product attributes in Morogoro urban. Also the specific objectives are to describe rice consumers socio-economic characteristics, to identify important attributes considered by consumer and to determine the factors influencing perception of decision to purchase rice in the study area. Primary data was collected from three urban markets of Mawenzi, Mwembesongo and Boma in Morogoro municipal and a cross -sectional study design was applied due to limited resources. A sample of 120 consumers and retailers residing from three wards of Morogoro Municipal were randomly selected. Also 6 individuals were purposively selected for key informant interview who were used for obtaining information about rice market in the study area. Data analysis was conducted by using Statistical package for social science (SPSS) and Stata software using factor analysis and multinomial logit regression. The results from the study obtained from factor analysis model showed that aroma, taste and cohesion loads higher in component one and grain and texture loads higher in component two as these are the main attributes which consumer considers when purchasing rice product in the market. Also results of marginal effect obtained after multinomial logit for Mbeya rice shows that age, income and sex are significant while for rice attributes aroma taste and cohesion are significant. Likewise for Morogoro rice the results shows that sex and age are significant and for rice attributes aroma and taste are significant. Similarly for Shinyanga rice the results revealed that sex and income are significant and for rice attributes grain and cohesion are significant. This will help to increase the supply of rice product and decrease the loss occurred in the rice value chain from the producer to the retailer. It is recommended that, local markets and shops in Morogoro urban should sell rice with better taste since it is highly demanded by most consumers compared to other attributes
Description
A dissertation submitted in partial fulfillment of the requirements for award of the Degree of Master of Science in Economics (MSc. ECONOMICS) of Mzumbe University
Keywords
Consumer choice, Rice market, Import and export of rice in Tanzania
Citation
APA