Abstract
Branding of agricultural products has confined only to several processed products like meat and dairy products and rice. This study attempts to examine the factors that the consumer considers in purchasing rice, present status and future prospects for rice branding in Sri Lanka. A field survey was conducted with 45 paddy farmers and 45 rice consumers in Anuradhapura district and a purposive sample of l0 rice millers in Gampaha dislrict. A SWOT analysis was done in order to identify strengths and weaknesses of rice branding. Results indicated that grain color, past experience with the brand, extent to which the grains were polished, level of parboiling, proportion of broken grains, smell, stickiness, health reasons, grain type ,cleanliness and keeping quality of cooked rice are the attributes that has governed the purchasing decision of the consumer. Consumer b perceived quality is also important to consider as they pay a price premium for the brand based quality. Millers should develop strategies such qs the production of new brands of rice to motivate paddy producers. Millers' strengths should be furthered by encouraging them to introduce new brands. Weaknesses of the miller could be transformed to strengths by presenting rice under renowned brands. Weaknesses of the consumer could be avoided through proper brand communication while the weaknesses of the farmer could be avoided by allowing them to enjoy benefits of branding. So, the prevailing opportunities in Sri Lanka are favorable to promote rice branding. AGRIEAST 2009 (8) p.11-18
Highlights
Per capita consumption of rice in Sri Lanka is 100 kilo grams per annum and rice supplies 45% and 40Yo of per capita requirements of calories and proteins respectively
This study examines factors that consumer considered in purchasing rice, thc present status ofrice branding and future prospects for rice branding in Sri Lanka
Secondary datu were extrar,tcd fi'otn avatlable docuurents while prlmary data were gathered through a field survey conducted in Anuradhapu'a and Gampaha districts n2007 .Indiscriminately selccted samplcs of 45 paddy farmers and45 ricc consumers fromAnwadhapura distrist and a purposive sample of I 0 rice millers from Gampaha district were interviewed during the field survey, Data collected from different sources were triangulatecl whenever possible to ensure their validity
Summary
Per capita consumption of rice in Sri Lanka is 100 kilo grams per annum and rice supplies 45% and 40Yo of per capita requirements of calories and proteins respectively. 34%o of the total land area of thc AGRIEAST 2 country is being allocated to paddy production and the total number of families engaged in paddy production is around l.g million. This sector generates employmentsfor25Yoofthe national laborforce' The sector's contributiontotheGrossNationalProduction(GNP)was2.6Yoinyear2003(CRSL,2004)'Paddymarket in Sri Lanka is nearly perfectly competitive while rice (milled / processed or value added paddy) market is not competitive. Influences of paddy millers and intermediaries plus low level of awareness ofthe consumer are the main reason to prevail a non competitive rice market. Paddy farming has become an enterprise with lowprofits while production and marketing of rice has become a financially attractive investrnent (Abeyatre, 1990, CBSL ,2004and weerhewa ,2002). Product branding is one ofthe altematives available to maintaina competitive market'
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