Consumer perceptions and selection standards for rice purchases: An investigation into consumer considerations
1998
Isojima, A. (Tohoku National Agricultural Experiment Station, Morioka (Japan))
The purpose of this report is to clarify the selection standard consumers use when they buy rice. This analysis is based on a questionnaire based investigation in Morioka city. First of all, 17 items that were thought to influence the selection of rice when bought are presented. The results demonstrate that "Domestic production" and "Taste" were evaluated high and "Name" and "Packaging" were evaluated low by consumers. Next, three axes were extracted from these items by principal component analysis. These were: 1) the quality axis; which relates to features such as "Luster", "Growing district", "Taste", "Brand", "Texture", "New rice", "The date of polishing", and "Domestically produced rice". 2) The presentation axis; which relates to features such as "Name", "Novelty", "Package", and "Reputation". 3) The life sense axis; which relates to features such as "Easy to get", " Nutrition", "Safety and health", and "Price". Then, the consumer images that comprised each axis were examined by using AID analysis. The respondents who were associated most with the quality axis were women age 50 years old or more with children at home. The respondents who were associated most with the presentation axis were less than 30 years old. The respondents who were associated most with the life sense axis were unemployed women with an annual home income of 5,000,000 Yen or less
Show more [+] Less [-]AGROVOC Keywords
Bibliographic information
This bibliographic record has been provided by Agriculture, Forestry and Fisheries Research Information Technology Center