Consumer’s and rice miller’s preference towards MARDI parboiled rice

Engku Elini Engku Ariff, . and Nik Rahimah Nik Omar, . and Aimi Athirah Ahmad, . and Hanisa Hosni, . and Suzalyna Mos, . and Nurul Huda Sulaiman, . and Bashah Ahmad, . (2024) Consumer’s and rice miller’s preference towards MARDI parboiled rice. Economic and Technology Management Review, 22. pp. 1-12. ISSN 1823-8149

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Abstract

Parboiled rice is a speciality rice that is preferred because of its attributes which is less starchy with soft and flaky texture. Malaysia depends on imports for parboiled rice and showed a positive average growth rate of 29.6%. Hence, MARDI developed parboiled rice and this research was undertaken to estimate consumers’ and rice millers’ preferences and willingness to pay (WTP) for MARDI’s parboiled rice. MARDI parboiled rice uses fragrant varieties MRQ 74 (sample A) and MRQ 104 (sample B). For the attributes on physical appearances, most consumers preferred the shiny and translucent attribute of Sample A with a mean score of 4.92 and 4.79. Sample B was most preferred for the attributes of length with a mean score of 5.14 However, the overall findings showed that consumers prefer rice sample C (control) with a mean score of 8.16 for shiny, 8.57 for length, and 8.64 for translucent. The evaluation of rice (cooked) attributes shows that consumers prefer sample C with a mean score of 8.24 for softness, followed by sample D with a score of 6.78 (fragrant) while the flaky attribute is more preferred for MARDI parboiled rice (sample A). The estimated willingness to pay (WTP) value is RM4.63/kg lower than the bid price of RM5/kg and this finding is significant at α = 0.01. Factors such as health and organic products had positive significance affecting willingness to pay. From the rice millers’ perspective, sample A (MRQ 74) got a higher mean score with an average score of 6.17 with most attributes had a higher mean score which is flaky, length and translucent compared to sample B (MRQ 104) for softness at a mean score of 5.83. The acceptance level among consumers and rice manufacturers shows that MARDI parboiled rice is less preferred due to its less shiny, length and translucent physical attributes. As for the rice, it was found to be less soft and flavorful. However, MARDI parboiled rice for both varieties was ahead in terms of flaky attributes compared to control rice samples in the market. The value of willingness to pay (WTP) at the consumer level is positioned in the middle price range for parboiled rice in Malaysia, meanwhile, the rice millers stated the average price was at RM5.90/kg. Therefore, MARDI’s parboiled rice needs to consider these attributes that can contribute to the consumer’s

Item Type:	Article
Creators:	Engku Elini Engku Ariff, . and Nik Rahimah Nik Omar, . and Aimi Athirah Ahmad, . and Hanisa Hosni, . and Suzalyna Mos, . and Nurul Huda Sulaiman, . and Bashah Ahmad, .
Title:	Consumer’s and rice miller’s preference towards MARDI parboiled rice
Date:	2024
Location:	Economic and Technology Management Review website
Publication:	Malaysian Agricultural Research and Development Institute
Volume:	22
Physical Description:	12p.
Agency Name:	Universiti Putra Malaysia (UPM)
Date Deposited:	17 Nov 2025 02:34
Last Modified:	17 Nov 2025 02:34
URI:	http://myagric.upm.edu.my/id/eprint/23740

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