What drives consumer demand for packaged rice? Evidence from South and Southeast Asia

Bairagi, Subir; Gustafson, Christopher R.; Custodio, Marie Claire; Ynion, Jhoanne; Demont, Matty

doi:10.1016/j.foodcont.2021.108261

Cited by 15 publications

(11 citation statements)

References 37 publications

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“…Not many retailers provide many choices. Therefore, consumers feel no difference between pigmented rice and white rice.Based on research, half of the consumers in South and Southeast Asia purchase packaged rice(Bairagi, et al, 2021). Nevertheless, this paper found that black rice packaging, which has a variety of sizes, does not affect consumer satisfaction with black rice.…”

mentioning

confidence: 83%

“…Like many of today's products, black rice still has added value for consumers without being vacuumed. In South and Southeast Asia, where rice consumers are high, the demand for packaged rice is rising due to food safety and nutrition concerns driven by the consumers' socio-demographic factors (Bairagi, et al, 2021).…”

Section: Attractive Attributementioning

confidence: 99%

“…If this is done, customer satisfaction will increase. The organic certificate is essential to get consumers' attention to buy the products (Bairagi, et al, 2021). In Indonesia, based on the Minister of Agriculture Regulation No.…”

Section: Attractivementioning

confidence: 99%

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Prioritized Attributes on Black Rice Product Development: Kano Model Application

Wuryandani

2022

Agroindustrial J.

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Black rice is a functional food that contributes to its increasing of popular for consumption and the increasing consumer awareness of health. However, the quality of black rice products still needs to be improved to meet consumer needs. This research was conducted to determine how black rice consumers voice the attributes of black rice products circulating in the market and what priorities need to be made to develop black rice products. The research data was collected through a survey of 50 black rice consumers. The survey was conducted using a questionnaire prepared according to the Kano Model. Data analysis was carried out using the Kano Model, which was developed with the preparation of the House of Quality to determine the priorities that need to be carried out in developing black rice. The results show that the attributes of black rice are divided into two categories: attractive and indifferent. Attributes included in the attractive category are organic black rice, vacuum packaging, nutritional values , and cooking methods on the packaging. Other attributes fall into the indifferent category. Product development priorities focus on attributes that are in the attractive category. The priority for developing black rice products is planting with organic and certified methods, vacuum packaging, new packaging designs that include nutritional values , and cooking methods.

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mentioning

confidence: 83%

Section: Attractive Attributementioning

confidence: 99%

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Prioritized Attributes on Black Rice Product Development: Kano Model Application

Wuryandani

2022

Agroindustrial J.

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“…The range of topics covers both regional and country studies. Some regional examples include the drivers of consumer demand for packaged rice and rice fragrance in South and Southeast Asia (Bairagi et al, 2020;Bairagi, Gustafson et al, 2021). Country studies, for example, include an investigation of rice farming in Central Java, Indonesia (Connor et al, 2021), the cultural significance of heirloom rice in Ifugao in the Philippines , and the distributional impacts of the 2019 Philippine rice tariffication policy (Balié and Valera, 2020).…”

Section: Institutionsmentioning

confidence: 99%

Two decades of rice research in Indonesia and the Philippines: A systematic review and research agenda for the social sciences

Cuaton

Delina

2022

Humanit Soc Sci Commun

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While rice studies are abundant, they usually focus on macro-level rice production and yield data, genetic diversity, cultivar varieties, and agrotechnological innovations. Moreover, many of these studies are either region-wide or concentrated on countries in the Global North. Collecting, synthesizing, and analyzing the different themes and topic areas in rice research since the beginning of the 21st century, especially in the Global South, remain unaddressed areas. This study contributes to filling these research lacunae by systematically reviewing 2243 rice-related articles cumulatively written by more than 6000 authors and published in over 900 scientific journals. Using the PRISMA 2020 guidelines, this study screened and retrieved articles published from 2001 to 2021 on the various topics and questions surrounding rice research in Indonesia and the Philippines—two rice-producing and -consuming, as well as emerging economies in Southeast Asia. Using a combination of bibliometrics and quantitative content analysis, this paper discusses the productive, relevant, and influential rice scholars; key institutions, including affiliations, countries, and funders; important articles and journals; and knowledge hotspots in these two countries. It also discusses the contributions of the social sciences, highlights key gaps, and provides a research agenda across six interdisciplinary areas for future studies. This paper mainly argues that an interdisciplinary and comparative inquiry of potentially novel topic areas and research questions could deepen and widen scholarly interests beyond conventional natural science-informed rice research in Indonesia and the Philippines. Finally, this paper serves other researchers in their review of other crops in broader global agriculture.

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“…Another overview uncovers that half South and Southeast Asia customers buy packaged rice. The more consumers move requests from free to bundled rice, the more esteem chain partners can include esteem to rice items through branding, and the more they can separate rice items into different advertising segments (Bairagi, Gustafson, Custodio, Ynion, & Demont, 2021). Pigmented rice with functional and Rural Development Research content has the potential to be marketed using this ingredient branding strategy.…”

Section: Introductionmentioning

confidence: 99%

Developing an Ingredient Branding Strategy Applied to Pigmented Rice Commodity

Wuryandani

Ismoyowati

Suwondo

2022

J AGRIB RURAL DEV RES

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Pigmented rice agroindustry has just started its market development, thus require a branding strategy. It may apply an ingredient branding strategy that can increase brand awareness and equity of pigmented rice by highlighting the ingredients. This paper discussed the developing strategy of pigmented rice products using the Customer-Based Brand Equity Model (CBBE). The brand awareness and loyalty survey was conducted to analyze the pigmented rice brand equity. The survey also explored branding media to increase consumers’ brand equity. The survey captured 261 respondents from various cities in Indonesia. The results of the t-test showed a significant difference between regular and occasional consumers. The CBBE diagnosis indicated that the producer should highlight antioxidants, anthocyanin, and other health benefits through advertising, word of mouth, health-related campaigns, and informative packaging.

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What drives consumer demand for packaged rice? Evidence from South and Southeast Asia

Cited by 15 publications

References 37 publications

Prioritized Attributes on Black Rice Product Development: Kano Model Application

Prioritized Attributes on Black Rice Product Development: Kano Model Application

Two decades of rice research in Indonesia and the Philippines: A systematic review and research agenda for the social sciences

Developing an Ingredient Branding Strategy Applied to Pigmented Rice Commodity

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