Evaluating the effects of rice quality attributes on consumer preferences and rice demand /
In recent years, the demand for imported Thai aromatic rice
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| Format: | Thesis Book |
| Language: | English |
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[Place of publication not identified] :
[publisher not identified] ;
1997.
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| Online Access: | http://proxy.library.tamu.edu/login?url=http://proquest.umi.com/pqdweb?did=739841981&sid=1&Fmt=2&clientId=2945&RQT=309&VName=PQD |
| Summary: | In recent years, the demand for imported Thai aromatic rice has increased in the United States. mostly due to the growing Asian-American population and the preferences of health- conscious consumers for something other than "plain" rice. In an effort to examine the marketing challenges offered by the growing demand for aromatic rice to the U.S. (specifically Texas) rice industry, studies were undertaken to examine the factors that possibly influence Asian-American rice demand. Survey data from Asian-American households in Houston, Texas were used to determine the impacts of socio- demographic characteristics such as income, ethnicity, time spent in the United States, and age of the head of the household on the quantity of rice consumed during a one-week period. From demand model regressions using both unadjusted prices and qualityadjusted prices, price and income elasticities calculated and compared with previous studies. Related to this survey, a product placement study was performed in these same households to measure the impacts of preferred rice characteristics on rice price per pound. Participants were given one variety of rice to consume each week for five weeks. For each variety, participants rated seven attributes on a 1-9 Likert scale and offered willingness-to-pay figures for each. Using hedonic modeling, marginal implicit prices were calculated for each attribute in each rice variety. These attribute values were then compared across varieties. While geneticists continue to develop varieties that they hope can compete with imported Thai rice in the marketplace, no current varieties have been successful. Because varietal development may take several years and millions of dollars, a study was undertaken to determine-nine the effects of rough rice storage conditions on the levels of grain attributes. Samples of Jasmine 85, a domestic aromatic rice variety, were subjected to various rough rice storage conditions, milled, and then analyzed by two sensory panels for milled rice color, cooked rice texture attributes, and cooked rice aromas and flavors. Results indicate that longer storage periods and high storage temperatures caused rice to lose whiteness, become less chewy and cohesive, and lose aroma and flavor. |
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| Item Description: | Vita. "Major Subject: Agricultural Economics". |
| Physical Description: | xiii, 165 leaves : illustrations ; 28 cm. Issued also on microfiche from University Microfilms Inc. |
| Bibliography: | Includes bibliographical references: pages 151-161. |