“…A study conducted by Muhammad [15] in Indonesia showed that high-income consumers like rice with a good taste, medium-income consumers like rice cakes and lowincome consumers prefer head rice. Rice attributes can either be extrinsic to the product, such as packaging, brand or label, or intrinsic, such as taste, kernel elongation after cooking, amylose content, gelatinization temperature, percentage of broken grains, colour and fragrance [14].…”