DOING AWAY WITH RICE IMPORTS: DETERMINING THE CONSUMER PREFERENCE AND POTENTIAL DEMAND FOR RICE-CORN BLEND IN THE NATIONAL CAPITAL REGION, PHILIPPINES

Padrid, J.C.; Delos Reyes, J.A.; Quicoy, C.B.; Bathan, B.M.; Lucero, B.A.G.; Tabernilla, M.E.P.

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자료유형: 학술대회자료

저자정보: Padrid, J.C. (University of the Philippines Los Banos) Delos Reyes, J.A. (University of the Philippines Los Banos) Quicoy, C.B. (University of the Philippines Los Banos) Bathan, B.M. (University of the Philippines Los Banos) Lucero, B.A.G. (University of the Philippines Los Banos) Tabernilla, M.E.P. (University of the Philippines Los Banos)

저널정보: 한국무역학회 한국무역학회 국제학술대회 한국무역학회 2019년 제1회 무역학 통합세계학술대회

발행연도: 2019.8

수록면: 9 - 27 (19page)

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Even without much attention given by the government, white corn still thrives today and continues to act as a buffer staple during critical periods of inadequate rice production. The increasing importance of white corn is seen because unlike yellow corn, even if not marketed, white corn can still be kept for home consumption. The role of white corn an still be traced to the efforts of the government towards improving food security in the country. The Department of Agriculture (DA), together with the National Food Authority (NFA) and the Philippine Maize Federation, Inc. (PhilMaize) launched the rice-corn blend in December 2017. The blend comes in three variants: the 80:20, with 80% rice and 20% white corn grits; 70:30, and 50:50. With the amount of money being allotted by the DA for a massive campaign for production and marketing of rice-corn blend, it thus becomes imperative that courses of action to this effect should be borne out of empirical studies, hence this research which determined the consumer preference and potential demand for rice-corn blend in the NCR.
The study employed stratified random sampling to come up with 460 end-consumer-respondents, 160 of whom were from Malabon (35%), 148 from Quezon City (32%), and 152 from San Juan City (33%). Descriptive analysis, product testing, and Fisher’s exact test were performed. Results revealed that introducing the rice-corn blend in the markets of the National Capital Region will be a challenge. Respondents who were not willing to consume the product reported that it will be hard to introduce the blends to their children as alternative staples. The subtle starchy taste from the corn grits seem to serve as deterrent to the end-consumers. However, there are still a number of respondents who were willing to consume them because of health benefits. Highlighting this characteristic of the rice-corn blend during promotion can help improve the demand for the product. Massive information campaign can be launched by the DOH, DA, and the DepEd highlighting this can be a good starting point.

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