Rice-eating quality among consumers in different rice grain preference countries

More rice is eaten nowadays in traditionally nonrice-eating countries. This study investigated consumer eating quality preferences among consumers in target rice export countries to identify opportunities and strategic implications. A quantitative study with 1,128 consumers of target nationalities was conducted in combination with focus group discussions. Discrimination analysis was performed to investigate differences in perception between consumers from countries which had different rice grain preference. Result showed that rice texture was the best discriminator. It could correctly predict consumers from nonspecific grain preference, short grain preference and Basmati preference at 63, 71 and 81%, respectively. Jasmine rice had its unique quality, which was highly differentiated between people who prefer and do not prefer it (alpha=0.00). Jasmine rice aroma was not a decisive quality attribute for consumers in general. However, it was a desirable quality trait for those who specifically prefer Jasmine rice. Consumers from the nonrice-eating countries preferred harder and less sticky rice that was a threat for Jasmine rice in this region. Thai exporters should offer various grain qualities that suit different taste preferences instead of focusing only on Jasmine rice.