Consumers’ Attitude towards Indigenous Rice in Lokoja Metropolis, Kogi State, Nigeria

Abstract

This study investigated consumers’ attitude towards indigenous rice in Lokoja Metropolis, Kogi state, Nigeria. Specifically, it determined socioeconomic characteristics of rice consumers; their attitude towards indigenous rice; rice attributes that are of interest to consumers; and challenges faced in consumption of indigenous rice in the area. The study adopted a descriptive survey research design. Multistage sampling procedure was used to select a total of 125 consumers for the study. Data were collected using structured questionnaire and analyzed using descriptive statistics. The consumers strongly believed that indigenous rice is mainly for poor people (x=3.47, S.D=1.09), less attractive than foreign rice (x =3.28, S.D=0.91) but has higher health benefits (x =3.10, S.D=1.09). They strongly declined their support on federal Government's ban on rice importation (x=1.40,S.D=0.49). Summarily, about 51.7% of the respondents have negative attitude towards indigenous rice. The rice attributes of important to consumers are: neatness of rice grains (x =1.67), price (x =1.59), taste and aroma of the grains ( =1.57), swelling capacity of rice grains after cooking (x=1.57), grains consistency after cooking (x=1.39), packaging/labelling ( =1.20). The challenges faced by consumers include presence of stones, broken grains, sands/debris ( =1.66±0.62), and unpleasant odour (x =1.48±0.77). The study recommends among others the need to sensitise the public on the health and economic benefits attached to consumption of indigenous rice in the country.