International Journal of Education and Social Science (IJESS)

This study examined the determinants of consumer preference for domestically processed rice and identified some of the constraints inhibiting the consumption of local rice in the Tamale metropolis. Logistic regression model and Kendell’s coefficient of concordance were used to analyze the determinants of consumer preference for domestic rice and some of the factors inhibiting the patronage of local rice respectively. The key variables influencing consumers preference for local rice includes; age, household size, monthly expenditure on food and taste. The results also indicated that about 65 percent of the respondents agreed that poor packaging of local rice is the number one factor inhibiting the patronage of local rice. There is therefore an urgent need to invest into the development and deployment of rice varieties to improve its taste. Local rice processors should also worked at improving the packaging to make it competitive in the market.