title: Rice Grain Quality and Consumer Preferences: A Case Study of Two Rural Towns in the Philippines.
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.
authors.affiliation: Grain Quality and Nutrition Center, International Rice Research Institute, DAPO 7777 Metro Manila, Philippines.
authors.forename: Rosa Paula
authors.initials: RP
authors.lastname: Cuevas
authors.affiliation: Social Sciences Division, International Rice Research Institute, DAPO 7777 Metro Manila, Philippines.
authors.forename: Valerien O
authors.initials: VO
authors.lastname: Pede
authors.affiliation: Social Sciences Division, International Rice Research Institute, DAPO 7777 Metro Manila, Philippines.
authors.forename: Justin
authors.initials: J
authors.lastname: McKinley
authors.affiliation: Social Sciences Division, International Rice Research Institute, DAPO 7777 Metro Manila, Philippines.|Asian Development Bank, 6 ADB Avenue, Mandaluyong City 1550, Metro Manila, Philippines.
authors.forename: Orlee
authors.initials: O
authors.lastname: Velarde
authors.affiliation: Social Sciences Division, International Rice Research Institute, DAPO 7777 Metro Manila, Philippines.
authors.forename: Matty
authors.initials: M
authors.lastname: Demont
mesh_terms: D003258:Consumer Behavior; D003296:Cooking; D005523:Food Supply; D006801:Humans; D018803:Models, Economic; D012275:Oryza; D010679:Philippines; D012424:Rural Population; D012959:Socioeconomic Factors