Estimating decision-making factors for locally produced and imported rice using consumer models

Rice consumption in the Democratic Republic of the Congo (DRC) has surged, necessitating a deeper comprehension of the factors influencing consumer preferences between locally produced and imported rice. This study analyse intrinsic and extrinsic attributes affecting rice choice in South Kivu and Tanganyika provinces. Data from 1565 households reveal taste, aroma, cleanliness, swelling capacity, and breakage rate as pivotal factors shaping consumer decisions. Additionally, apart from price per kg, socioeconomic variables such as monthly household income, household size, and education level significantly impact rice preference. Multinomial logit and hedonic pricing models help us understand consumer behavior and market trends. They show ways to make locally produced rice more competitive. The results highlight the need to match rice quality with what consumers want to boost local production and meet changing market demands.