Consumers’ Perception on Ofada Rice in Ibadan North Local Government Area of Oyo State, Nigeria

The study examined the consumers’ perception on Ofada rice in Ibadan North local Government Area of Oyo state. Respondents were identified using a multi-stage sampling technique. Probit analysis was employed to achieve the objective of the study. The study revealed that 74.6% of the respondents preferred Ofada rice to other rice. Among the respondents that have preference for Ofada rice, 35.2% cannot afford it at the present price. Presence of foreign material, long time of cook and high price of Ofada rice are the reasons that some respondents preferred other rice. The study affirmed that the quality of Ofada rice influences consumer’s preference (p<0.01). Household size and monthly income and the number of wife in male headed households significantly influence consumer’s preference for Ofada rice in the study area. The need for increased productivity of farmers through improved technology which will help to make it affordable like other rice is recommended. Keywords: Consumer preference, Ofada rice, Agricultural Transformation Agenda, probit. JEL: D11, P4