Branding of agricultural products has confined only to several processed products like meat and dairy products and rice. .This study attempts to examine the factors thqt the consumer considers in purchasing rice, present status andfuture prospects for rice branding in Sri Lanka. Afield survey was conductedwith 45 paddyfarmers and 45 rice consumers inAnuradhapura district and apurposive sample of l0 rice millers in Gampaha dislrict. A SWOT analysis y,as done in order to identify strengths andweaknesses of rice branding.Results indicqted that grain color, past experience with the brand, exlent to which the grains were polished, level of parboiling, proportion of broken grains, smell, stickiness, health reasons, grain type ,cleanliness and keeping quality of cooked rice are the attributes that has governed the purchasing decision of the consumer. Consumer b perceived quality is also important to consider as they palt a price premiumfor the brand based quality.Millers should develop slrategies such qs the production of netu brqnrls of rice to motiyate paddSt producers. Millers'strengths should be furlhered by encouraging thent to introduce neyv bfands.Wealntesses of the miller could be transfornted to slrengths by presenting rice under renowned brands.Weqkne'sses of the consltmer could be avoided through proper broncJ commtmication vthile the weaknesses of the farmer could be avoided by allowing thent to enloy benefits of branding. So, the prevailing opportunities in Sri Lanka are favorable to promote rice branding.
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