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Zeszyt 3 (45) 2017 , DOI: 10.17306/J.JARD.2017.00348

Uchenna Obih, Lloyd J. S. Baiyegunhi

IMPLICIT PRICE ESTIMATION OF QUALITY ATTRIBUTES INFLUENCING RICE PRICES AND CHOICE DECISIONS OF CONSUMERS IN NIGERIA

Szacowanie cen atrybutów jakościowych wpływających Na ceny ryżu i wybory dokonywane przez konsumentów W Nigerii

Abstract:

Consumers’ preference for imported rice brands
in Nigeria has been largely due to differences in the quality
attributes of local and imported rice brands. This paper presents
the findings of a study conducted in the Federal Capital
Territory (FCT), Nigeria to determine the relative importance
and prices consumers pay for rice quality attributes.
Hedonic model was estimated using 2014 dataset collected
from a survey of 460 rice consumer households. The results
showed that the household respondents paid an average price
of NGN10,416 ($53) and NGN7,567 ($38) for a 50 kg bag of
imported and local rice brands respectively. Quality attributes
contribute about 48–52% of the prices consumers paid for rice.
High swelling capacity, whiter after-cook color, neatness, and
grains separateness mostly influence market prices of imported
rice in Nigeria as consumers would pay an average of additional
NGN326 ($1.65), NGN320 ($1.60), NGN158 ($0.80)
and NGN122 ($0.61) respectively on these quality attributes
in order to avoid local rice. These findings present rice breeders,
processors and marketers with investment challenges as
well as opportunities of which the implications for designing
quality improvement and marketing policies and programmes
for the development of Nigeria’s rice industry were discussed.

Abstract in polish:

Fakt, że nigeryjscy konsumenci preferują marki ryżu importowanego, wynika przede wszystkim z różnic jakościowych
pomiędzy markami lokalnymi i zagranicznymi. W niniejszym artykule przedstawiono wnioski z badania przeprowadzonego
w Federalnym Terytorium Stołecznym Nigerii w celu ustalenia względnej istotności atrybutów jakościowych ryżu oraz
obliczenia cen płaconych przez konsumenta z tego tytułu. Model hedoniczny został oszacowany na podstawie zestawu danych
z 2014 r. zebranych w ramach ankiety, która objęła 460 gospodarstw domowych będących konsumentami ryżu. Jak wykazały
wyniki, respondenci z gospodarstw domowych płacili średnio 10 416 NGN (53 USD) za pięćdziesięciokilogramowy worek
ryżu marki zagranicznej oraz 7 567 NGN (38 USD) za taką samą ilość ryżu marki lokalnej. Udział atrybutów jakościowych
w cenie płaconej przez konsumentów za ryż waha się od 48% do 52%. Wysoka zdolność do pęcznienia, bielsza barwa po ugotowaniu,
czystość i niesklejające się ziarna to czynniki, które w najwyższym stopniu wpływają na ceny rynkowe importowanego
ryżu w Nigerii. Konsumenci są skłonni dopłacić średnio 326 NGN (1,65 USD), 320 NGN (1,60 USD), 158 NGN (0,80 USD)
i 122 NGN (0,61 USD) za powyższe atrybuty jakościowe (w podanej kolejności). Dla rolników uprawiających ryż, zakładów
przetwórczych i sprzedawców ryżu oznacza to zarówno wyzwania dotyczące inwestycji, jak i nowe możliwości. Niniejsze
rozważania dotyczą tego, w jaki sposób sytuacja ta może oddziaływać na doskonalenie jakości oraz opracowywanie strategii
i programów marketingowych na rzecz rozwoju nigeryjskiej branży producentów ryżu.

Keywords: marginal implicit price, quality attributes, rice brands, Nigeria

Keywords in polish: końcowa cena produktu, atrybuty jakościowe, marki ryżu, Nigeria

PDF in in english Full text available in english in Adobe Acrobat format:
www.jard.edu.pl/vol45/issue3/art_62.pdf
http://dx.doi.org/10.17306/J.JARD.2017.00348
For citation:

MLA Obih, Uchenna, and Lloyd J. S. Baiyegunhi. "IMPLICIT PRICE ESTIMATION OF QUALITY ATTRIBUTES INFLUENCING RICE PRICES AND CHOICE DECISIONS OF CONSUMERS IN NIGERIA." J. Agribus. Rural Dev. 45.3 (2017): 639-653.
APA Uchenna Obih, Lloyd J. S. Baiyegunhi (2017). IMPLICIT PRICE ESTIMATION OF QUALITY ATTRIBUTES INFLUENCING RICE PRICES AND CHOICE DECISIONS OF CONSUMERS IN NIGERIA. J. Agribus. Rural Dev. 45 (3), 639-653
ISO 690 OBIH, Uchenna, BAIYEGUNHI, Lloyd J. S.. IMPLICIT PRICE ESTIMATION OF QUALITY ATTRIBUTES INFLUENCING RICE PRICES AND CHOICE DECISIONS OF CONSUMERS IN NIGERIA. J. Agribus. Rural Dev., 2017, 45.3: 639-653.
Corresponding address:
MSc, Uchenna Obih, Discipline of Agricultural Economics, University of KwaZulu-Natal, P/Bag X01 Scottsville, Pietermaritzburg, South Africa,
Authors email:
obih_uchenna@yahoo.com

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