Households’ Socioeconomic Assessments and Effects on Purchasing Decisions of Rice Types in Oyo State, South-West Nigeria

Abstract

Consumers' purchasing decisions are influenced by their demographic and socioeconomic factors. This study analyzed the effects of socioeconomic characteristics of rice-consuming household heads on purchasing decisions among alternative rice types in Oyo State, Nigeria. A multi-stage sampling procedure was used to select 174 household heads, and data from the sample were collected through a structured questionnaire. Both descriptive statistics and multinomial logit regression were used to analyze the data. Findings show that many rice consumers have formal education, and their preference for various types of rice is highly heterogeneous. Ease of rice preparation is the most important reason for opting for imported rice. The low preference for brown local rice was mainly due to high prices, perceived poor quality, and lack of knowledge about its health benefits. Households’ choice among alternative rice types was significantly determined by marital status, total expenditure, educational status, rice market price, and access to credit. Households’ socioeconomic characteristics strongly influence the types of rice purchased. The differential effects of households’ total expenditure, education, and market prices on the choice of rice types should be taken into account when developing rice interventions aimed at changing dietary habits. In addition, policies and programmes for developing the rice sector and good consumer health should involve reorienting people's values and educating them on the best types of rice. The findings can also be used for proper policy options to address the price of the local nutritious brown rice, expand its production and ensure its full commercialization from possible export.