Factors affecting the consumer preference of non-packaged non-branded rice in South India

Indians eat many cereals as a part of their staple food. Rice is one among them. Rice is obtained in two forms in the market — namely loose unpacked form and packaged form in fixed quantities. Rice is amongst the most consumed commodities in South India. It has been observed that many South Indian families purchase rice in loose quantities. The purpose of this study was to find the reasons for the South Indian rice consumers choosing loose unpacked rice as compared to the branded packaged rice. A structured survey questionnaire was used to collect data from 171 respondents within South India to know about their pattern of rice purchase and consumption as well as the reasons behind their preferences for loose unpacked as well as packaged and branded rice. The important factors which were found to be important for preferring loose unpackaged rice were perceived safety, convenience to purchase in needed quantities, and easy availability. Quality of the rice was another important parameter while purchasing. Some interesting findings also emerged from the study such as the perception among some respondents about presence of chemicals in packaged rice, less availability in remote areas, own cultivation by many rural families etc. Some important suggestions are made to the packaged and branded rice players based on the findings of this study.