Abstract

Rice is a major meal in Sri Lankans diet. Different types of rice and various attributes of rice are existing for peoples' consumption in Sri Lanka. Consumer rice preference can be described under the generally quality characteristics of rice. Also experience of consumers is one of major factors that can be affecting for consumer preference. Therefore, this study was conducted to identify consumer's preference for rice and rice buying behaviour. Four different rice types raw (red and white), parboiled (red and white) were considered for this study. Also some of quality attributes; price, appearance, colour, grain size and rice type which affect for consumer buying process were used for this study. A questionnaire survey was carried out by using a purposively sample of 100 consumers in Hambantota administrative complex by considering the easy access to respondents with different occupation categories. Data analysis was done by using Preference ranking method. Chi-square test used for identify significant of the quality attributes of rice. Red raw rice was the most preferred rice type. Rice type, colour, appearance and grain size were significant and price was insignificant.

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