ศูนย์นวัตกรรมเทคโนโลยีหลังการเก็บเกี่ยว

Hedonic model estimation: application to consumer demand for rice grain quality.

Abansi, C. L.; Lantican, F. A.; Duff, B.; Catedral, I. G.;

Transactions of the National Academy of Science and Technology Year: 1990 Vol: 12 Pages: 235-256 Ref: 15 ref.

1990

บทคัดย่อ

A study using the hedonic pricing model was conducted in the Philippines to evaluate consumer preferences for rice quality. Consumers were categorized by location (urban vs. rural) and income classes: low, medium, and high. Physical and chemical characteristics considered important determinants of rice price were whiteness, translucency, grain length, foreign matter content, head rice recovery, apparent amylose content and alkali spreading value. Both urban and rural consumers were price responsive to changes in quality characteristics. Cooking and eating qualities like texture and softness of cooked rice were found to exert the biggest influence on the price paid by both groups. However, urban consumers attached higher implicit values to quality characteristics than rural consumers. Differences in characteristics preferred were also noted among income classes. As income level rose consumers became more discriminating and their willingness to pay for rice became increasingly dependent on more quality characteristics. The findings indicate that rice consumers attach economic significance to quality considerations, however, this demand for quality varies widely among different consumers. The study therefore has strong implications for rice research on breeding, cultivation and postharvest systems to produce qualities that better satisfy consumer needs.