DefinePK

Abstract

The primary aim of this article was to ascertain the factors affecting the consumer purchasing behavior for rice and socioeconomic characteristics for rice intake in district Larkana, Sindh, Pakistan. One hundred (100) rice consumers were randomly selected from said district comprised of five tehsils such as Dokri, Bakrani, Naudero, Ratodero and Larkana. Chi-square formula was applied and tested to figure out socioeconomic factors with rice purchase and then same factors with rice brands. The Alfa value picked out as five percent (0.05) to compute the results either to be significant or not. Similarly, equals to or below level of 0.05 concluded as “Significant” whilst greater than 0.05 declared as “Not-Significant”. The determinants such as gender with frequency of rice purchase, gender with rice bags-buy, relationships of marital status with number of rice bags, working class with rice in Kilograms, number of households with rice in Kilograms and age group with rice kilograms, each relationship of which monthly buying results evaluated as Significant. Likewise demographic factors in comparison with rice brands, encompass languages, monthly incomes and education were determined as significant. However, results revealed for age and market location in same order as not-significant. Further, discovered that higher income earning class amuses more brand quality than that of lower income earnings’ class indicates purchasing power of consumers reflects buying behavior massively. Educated cluster, which paid extra care and remained vigilant to foster their kids in rice nutritional supplement than that of illiterate class, the results disclose that price is inversely proportional to demand for rice consumption so the cheaper rates should be offered to consumers. Rice brands consumption gauged in which Basmati or Saila remained people centre of attraction but consumer’s budget size shifted their choice to Irri or broken rice. As far as, rice intake is examined in the study area; a large number of households preferred one time intake similarly greater part of intake determined in white rice sort type than that of others dishes. Survey carried out regarding marketing factors in which price remained the topmost determinant for rice purchase than brand and availability of rice respectively. Multiple rice dishes eaten in the study area were surveyed and how behavior of residents reflected towards local and imported rice. In this context, Strategic policies framework proposed to promote rice cultivation and to allow microcredit to farmers, industrialists and rice entrepreneurs to encourage this trade which play vital role in boosting economy.