Consumer demand for rice grain quality in Thailand, Indonesia, and the Philippines
1985
Unnevehr, L.J. | Juliano, B.O. | Perez, C.M.
Abundant world rice supply has led to renewed interest in improving the grain quality of modern rice varieties. The implicit values that consumers pay for grain quality characteristics are estimated for Thailand, Indonesia, and the Philippines. Consumers in all three countries significantly prefer better milling quality (fewer broken and more polish) and aroma. Preferences for shape and chemical attributes vary, but consumers generally prefer intermediate amylase. International rice research should maintain good potential head rice recovery and reduce amylase content of future modern varieties. This study drew samples from urban centers; national programs might wish to study regional variation in preferences
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