Rice‐eating Quality Among Consumers in Different Rice Grain Preference Countries

This is the authors' abstract. We don't add key points for this paper.

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 (α = 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. PRACTICAL APPLICATIONS This study found that rice aroma was not a decisive quality attribute for some consumer especially for those originating from nonrice‐eating countries and some Asians. So, Jasmine rice was not always preferred. Consumers from the rice‐eating countries tended to prefer their country's traditional rice variety, which was not easy to change. However, differentiation strategy via diffusion process through Thai cuisine or Thai restaurant can make Jasmine rice an indispensable niche. Consumers from the nonrice‐eating countries have started to develop a preference for long grain rice but with no specific preference among grain varieties. They obviously prefer harder and less sticky rice as the influence of the market pioneer, the American rice. Instead of focusing only on Jasmine rice, Thai rice exporters should offer various rice grain qualities that suit different taste preferences.