Consumers’ Perception and acceptability of Nigerian rice in Akwa Ibom State, Nigeria

J. Ekanem, I. Umoh, Edidiong Bassey
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Abstract

The study examined consumers’ perception and acceptability of local rice brands produced, processed and packaged in Akwa Ibom State. The target population for the study comprised all the local rice consumers in the various households of the study area. A multi-stage sampling procedure was used in selecting 340 respondents for the study. Data were collected with the use of structured questionnaire and analysed using, means, standard deviation and rankings. Findings showed that consumers’ perception of local rice in the study area was highly positive. The respondents perceived that local rice is tasty ( x =3.63), both the rich and the poor have access to local rice ( x =3.63), the rice has high nutritive contents ( x =3.56) and is cheaper when compared to foreign rice ( x =3.54). Also, respondents demonstrated good level of acceptability of local rice with an index value of 0.4029. Since the perception of the respondents promotes acceptability of the locally produced rice, more should be done to promote the positive perception while increasing acceptability level of the respondents through improvement of the quality of local rice produced by the state, product availability, advertisement, brand promotions and of course improved packaging of the rice products. Keywords: Perception of Nigeria rice, acceptability of local rice in Akwa Ibom State
尼日利亚阿夸伊博姆州消费者对尼日利亚大米的认知和接受程度
这项研究调查了消费者对阿夸伊博姆州生产、加工和包装的当地大米品牌的看法和接受程度。研究的目标人群包括研究区域内不同家庭的所有当地大米消费者。采用多阶段抽样方法,选取340名受访者进行研究。使用结构化问卷收集数据,并使用均值、标准差和排名进行分析。调查结果显示,消费者对研究区内本地大米的看法是高度正面的。被调查者认为当地大米味道好(x =3.63),富人和穷人都能吃到当地大米(x =3.63),大米营养成分高(x =3.56),与外国大米相比价格便宜(x =3.54)。此外,受访者对本地大米的可接受程度较好,指数值为0.4029。由于受访者的看法促进了对当地生产的大米的可接受性,因此应该做更多的工作来促进积极的看法,同时通过提高国家生产的当地大米的质量,产品的可获得性,广告,品牌促销,当然还有改进大米产品的包装来提高受访者的可接受程度。关键词:对尼日利亚大米的认知,阿夸伊博姆州当地大米的可接受性
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