Abstract:

Abstract

This study compares local rice consumption by migrants and natives in urban Ghana and examines the determinants of local rice consumption and attributes considered by consumers. Primary data was sourced from 304 migrants and natives. Likert scale, multinomial probit and fractional probit regressions were employed. The study revealed low level of local rice consumption in urban Ghana. Migrants were found to predominantly consume only local rice while natives predominantly consume only imported/foreign rice. Hence, local rice consumption is higher among migrants than natives/indigenes. Averagely, local rice forms 38% of rice consumed by households in urban Ghana. Attributes considered in choosing preferred rice are aroma, availability, cleanliness, healthiness, stickiness, packaging, appearance, price, standard of measurement, quantity obtained after cooking, taste, and time taken to cook. Being a migrant, female, older or low-income, purchasing of rice on open markets, having a relative who grows rice, eating lower proportion of cooked rice away from home, as well as consideration of for rice popularity, availability certification by Regulatory Authorities such as Food and Drugs Authority are factors that directly influence local rice consumption in urban Ghana. To improve local rice consumption, producers should improve attributes like aroma, cleanliness, packaging, standards of measurement, and availability.