Abstract
Hedonic pricing analysis is conducted to determine the implicit values of various attributes in the market value of a good. In this study, hedonic pricing analysis was applied to measure the contribution of grain quality search and experience attributes to the price of rice in two rural towns in the Philippines. Rice samples from respondents underwent quantitative routine assessments of grain quality. In particular, gelatinization temperature and chalkiness, two parameters that are normally assessed through visual scores, were evaluated by purely quantitative means (differential scanning calorimetry and by digital image analysis). Results indicate that rice consumed by respondents had mainly similar physical and chemical grain quality attributes. The respondents’ revealed preferences were typical of what has been previously reported for Filipino rice consumers. Hedonic regression analyses showed that grain quality characteristics that affected price varied by income class. Some of the traits or socioeconomic factors that affected price were percent broken grains, gel consistency, and household per capita rice consumption. There is an income effect on rice price and the characteristics that affect price vary between income classes.
Highlights
Rice (Oryza sativa L.) is one of the most important food crops as it is consumed by more than half of the world’s population [1]
This study was conducted to measure the contribution of grain quality attributes to the market value of rice in two rural towns in the Philippines
Unlike previous hedonic studies which considered semi-quantitative scores for measuring of gelatinization temperature (GT) and chalkiness, this study included measurement of GT based on thermal transitions in Differential scanning calorimetry (DSC) and of chalkiness based on computerized image analyses
Summary
Rice (Oryza sativa L.) is one of the most important food crops as it is consumed by more than half of the world’s population [1]. The international rice market is considered a “thin” market; it is highly segmented because rice consumers have very specific preferences [2]. The definition of “premium-quality” rice is largely dependent on the socioeconomic context of consumers, with data suggesting that even lower income classes are increasingly conscious of food quality [3,4,5,6]. Rice quality is judged based on attributes, which could be classified several ways. Product characteristics could either be intrinsic, such as taste, texture, or color; or extrinsic to the PLOS ONE | DOI:10.1371/journal.pone.0150345. Product characteristics could either be intrinsic, such as taste, texture, or color; or extrinsic to the PLOS ONE | DOI:10.1371/journal.pone.0150345 March 16, 2016
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