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Zeszyt 2 (48) 2018 , DOI: 10.17306/J.JARD.2018.00412

Uchenna Obih, Lloyd Baiyegunhi

CONSUMERS’ ACCEPTABILITY OF LOCAL RICE BRANDS IN NIGERIA. WHICH MARKETING FUNCTIONS REALLY MATTER?

Abstract:

With an average annual import bill of USD 300 million,
Nigeria is the Africa’s largest rice consuming and importing
country. This has been attributed to the poor quality
of locally produced rice. Despite huge investments of over
USD 1.65 billion made by government and private sectors
in rice processing over the last six years – which has led to
dramatic improvements in the quality of local rice brands –
the consumers’ preference for imported rice brands persists.
Prioritizing the implementation of consumer demand-focused
domestic marketing policies and programs could encourage
the consumers’ acceptability of local rice brands. Therefore,
this study attempts to provide some insight, from the consumer
perspective, on the local rice marketing managers’ need to
improve their functions. A binary logistic model was estimated
using a 2014 dataset collected from a survey with 460 rice
consumer households in the Federal Capital Territory (FCT)
of Nigeria. The results showed empirical evidence for the consumers’
acceptability of local rice brands in Nigeria and the
need for improvements in marketing functions that enhance
the promotion and distribution of local rice brands. The implications
of these findings for the development of Nigeria’s rice
marketing policy are discussed.

Keywords: consumer’s acceptability, local rice brands, marketing functions, Nigeria

PDF in in english Full text available in english in Adobe Acrobat format:
www.jard.edu.pl/vol48/issue2/art_21.pdf
http://dx.doi.org/10.17306/J.JARD.2018.00412
For citation:

MLA Obih, Uchenna, and Lloyd Baiyegunhi. "CONSUMERS’ ACCEPTABILITY OF LOCAL RICE BRANDS IN NIGERIA. WHICH MARKETING FUNCTIONS REALLY MATTER?." J. Agribus. Rural Dev. 48.2 (2018): 183-196.
APA Uchenna Obih, Lloyd Baiyegunhi (2018). CONSUMERS’ ACCEPTABILITY OF LOCAL RICE BRANDS IN NIGERIA. WHICH MARKETING FUNCTIONS REALLY MATTER?. J. Agribus. Rural Dev. 48 (2), 183-196
ISO 690 OBIH, Uchenna, BAIYEGUNHI, Lloyd. CONSUMERS’ ACCEPTABILITY OF LOCAL RICE BRANDS IN NIGERIA. WHICH MARKETING FUNCTIONS REALLY MATTER?. J. Agribus. Rural Dev., 2018, 48.2: 183-196.
Corresponding address:
BSc MSc Uchenna Obih, School of Agricultural, Earth & Environmental Sciences, Discipline of Agricultural Economics, University of KwaZulu-Natal, P/Bag X01 Scottsville, Pietermaritzburg 3209, South Africa
Authors email:
obih_uchenna@yahoo.com

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