CONSUMERS’ ATTITUDES TOWARDS LOCALLY PRODUCED RICE

ABSTRACT

The research assessed consumer attitudes towards locally-produced rice in Benin City, Edo State, examining the cognitive, affective, and behavioural dimensions. These dimensions were analyzed in relation to consumer buying behavior, which served as the dependent variable for the study. The aim was to discern how these dimensions influenced the purchasing behavior for local rice and to pinpoint the factors influencing shifts in consumers' perceptions of such rice. Data was collected via online questionnaires, with 385 being administered and 360 proving suitable for empirical analysis. The research employed both descriptive (frequency, mean, and percentage) and inferential (regression) statistical methods. The regression findings highlighted two main insights: firstly, the cognitive, affective, and behavioural dimensions positively and significantly impacted the buying behaviors for locallyproduced rice in Benin City, Edo State. Secondly, the quality of the local rice played a pivotal role in shaping consumer attitudes, as reflected by a mean value of 3.57. Based on the analytical outcomes, the study advocates several strategic recommendations for local rice producers: prioritizing ongoing improvements in product quality is paramount. To gain a competitive edge, the quality should be on par with, if not surpassing, foreign counterparts. Furthermore, focusing on branding is crucial for altering consumer perceptions and enhancing their product's reputation.