Analysis of Factors That Influence Consumers’ Acceptance Of Local Rice In South East Nigeria

Abstract

This study examines the variables that influence consumers’ acceptance of local rice in South East Nigeria from the perspectives of trust in technology processing and marketing factors. The research will cross sectional survey and correlational evidence from household consumers of rice where data required for the study were generated with the instrument of questionnaire. A sample of 400 respondents was elicited from a finite population of household rice consumers’ resident in the five (5) South East Nigeria using a stratified random sampling and purposive non probability sampling techniques. Of this number, 366 copies were usable. The data were cross tabulated and analysed with descriptive statistics and the hypotheses were tested with Pearson product moment Correlation (PPMC) and multiple Regression. Findings indicate that trust in technology of processing and marketing factors influence consumers’ acceptance of local rice. However, marketing factors have more influence than trust in technology of processes. The study therefore recommends that given the increasing importance of technology, it would be interesting that a modern and automated milling sector be developed alongside the small, private milling sector. This will be able to carter for the production needs for increased quality rice production of which consumers are interested in. In addition, government should lay a concrete plan for local rice production and marketing, involving private sector investment in efficient rice processing using mini rice meals with built in capacity for the stoning, polishing and sorting homogenous high quality rice. Keywords: Consumer Acceptance; Local Rice, Marketing Factors, Technology of processing, Rice consumers, South East Nigeria DOI: 10.7176/JMCR/85-08 Publication date: June 28 th 2022