Consumer Rice buying behaviour in Hambantota District, Sri Lanka Consumer Rice buying behaviour in Hambantota District, Sri Lanka

Abstract

Rice is a major meal in Sri Lankans diet.
Different types of rice and various attributes
of rice are existing for peoples' consumption
in Sri Lanka. Consumer rice preference can be
described under the generally quality
characteristics of rice. Also experience of
consumers is one of major factors that can be
affecting for consumer preference. Therefore,
this study was conducted to identify
consumer's preference for rice and rice
buying behaviour. Four different rice types
raw (red and white), parboiled (red and white)
were considered for this study. Also some of
quality attributes; price, appearance, colour,
grain size and rice type which affect for
consumer buying process were used for this
study. A questionnaire survey was carried out
by using a purposively sample of 100
consumers in Hambantota administrative
complex by considering the easy access to
respondents with different occupation
categories. Data analysis was done by using
Preference ranking method. Chi-square test
used for identify significant of the quality
attributes of rice. Red raw rice was the most
preferred rice type. Rice type, colour,
appearance and grain size were significant
and price was insignificant.