Authors
ABSTRACT
The demand for rice is related to consumers’ buying and consumption patterns which in turn are influenced by various factors. This paper identifies the determinants of buying and consumption patterns for rice in the CALABARZON region. The study utilized secondary data from a consumer survey among 496 rice consumers in the region. The socio-demographic profile and personal factors as well as their buying and consumption patterns of the respondents were examined using descriptive statistics. Pearson correlation and Spearman Rank correlation were used to determine associations among sociodemographic factors, personal factors, and buying pattern variables. Multiple regression analysis was used to identify the determinants of buying and consumption pattern variables. Majority of the respondents are female, married, mothers, and college graduates; and belong to income classes 1 and 2. The most important intrinsic factor for uncooked rice is aroma and for cooked rice, moistness. For extrinsic factors, the price considered expensive or cheap for rice varies among the respondents. Socio-demographic characteristics have a strong association with the type of rice and consumers’ perceived expensive and cheap price for rice. Regression results, with income class as moderating variable, show that age, educational attainment, civil status, and gender, among others, are determinants of buying patterns; while household size and gender influence consumption patterns. It is recommended that rice stakeholders focus on how the information on the determinants affecting consumer’s purchasing and consumption patterns for rice can be utilized to develop appropriate marketing and product development strategies in the rice industry.
