Analysis of Consumer Preference and Demand for Locally Produced Rice in Abia State

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Nigeria has promoted local rice to reduce imports, but consumer acceptance varies. This study analyzed consumer preference for locally produced rice in Abia State. Data were collected from 250 rice consumers using structured questionnaires. Choice experiment and hedonic price analysis were employed. Results showed that 45% of consumers preferred local rice while 35% preferred imported rice and 20% were indifferent. Key attributes influencing choice included cleanliness (78%), cooking quality (72%), and price (65%). Local rice was preferred for its freshness and perceived nutritional value, while imported rice was favored for cleanliness and uniformity. Price elasticity of demand was -0.8 for local rice and -0.6 for imported rice. Recommendations include improving post-harvest processing quality of local rice.