Abstract
This study investigated consumers’ attitude towards indigenous rice in
Lokoja Metropolis, Kogi state, Nigeria. Specifically, it determined socio-
economic characteristics of rice consumers; their attitude towards
indigenous rice; rice attributes that are of interest to consumers; and
challenges faced in consumption of indigenous rice in the area. The study
adopted a descriptive survey research design. Multistage sampling
procedure was used to select a total of 125 consumers for the study. Data
were collected using structured questionnaire and analyzed using
descriptive statistics. The consumers strongly believed that indigenous rice
is mainly for poor people ( =3.47, S.D=1.09), less attractive than foreign
rice ( =3.28, S.D=0.91) but has higher health benefits ( =3.10, S.D=1.09).
They strongly declined their support on federal Government's ban on rice
importation ( =1.40, S.D=0.49). Summarily, about 51.7% of the
respondents have negative attitude towards indigenous rice. The rice
attributes of important to consumers are: neatness of rice grains ( =1.67),
price ( =1.59), taste and aroma of the grains ( =1.57), swelling capacity of
rice grains after cooking ( =1.57), grains consistency after cooking (
=1.39), packaging/labelling ( =1.20). The challenges faced by consumers
include presence of stones, broken grains, sands/debris ( =1.66±0.62), and
unpleasant odour ( =1.48±0.77). The study recommends among others the
need to sensitise the public on the health and economic benefits attached to
consumption of indigenous rice in the country.