Consumption Preference and Willingness to Pay for Locally Produced Rice in Namibia: Implications for Upscaling Production

Cecil Togarepi; Martha Hangula; Kunda Kalimbwe; Benisiu Thomas

doi:10.17306/j.jard.2025.00013r1

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Consumption Preference and Willingness to Pay for Locally Produced Rice in Namibia: Implications for Upscaling Production

Journal of Agribusiness and Rural Development

Volume 75 (2025): Issue 1 (February 2025)

By: Cecil Togarepi , Martha Hangula , Kunda Kalimbwe and Benisiu Thomas

Open Access

|Feb 2025

Figures & Tables

Namibia’s rice imports in quantity (left) and value (right)
Source: Own computations with data from: https://www.fao.org/faostat/en/#data/TCL

Classification framework for methods used to measure willingness to pay
Source: Breidert et al., 2006.

Map of Omusati region
Source: https://www.researchgate.net/figure/A-map-of-Omusati-Region-and-its-constituencies-Source-National-Remote-Sensing-Centre_fig2_325879438

Table 1.

Tastic rice prices from different shops in Northern Namibia

Shop name	Price (N$/kg)	Average price (N$/kg)
Woermann Brock	24.49	22.98
Shoprite	22.99
Choppies	22.95
Pick N Pay	21.49

1 Source: survey data.

Table 2.

Socioeconomic and demographic characteristics

Variable	Characteristics	Consumer (%) n=105
Gender	female	66.7
Gender	male	33.3
Age	26-35	24.8
	36-45	8.6
	46-55	9.5
	56 and above	1.0
	below 25	56.2
Marital status	divorced	1.0
	married	15.2
	single	83.8
Level of education	none	2.9
	primary	1.0
	secondary	25.7
	tertiary	67.6
	vocational	2.9
Working status	student	63.8
	unemployed	13.3
	working full-time	20.0
	working part-time	2.9
Range of monthly income (N$)	less than 2,500	83.8
	more than 17,500	3.8
	10,001–17,500	3.8
	2,501–10,000	8.6
Rice consumption pattern	2–4 times a month	14.3
	2–4 times a week	36.2
	daily	12.4
	once a month	6.7
	once a week	23.8
	rarely	6.7
Knowledge of any locally produced rice	no	52.4
	yes	47.6

1 Source: survey data.

Table 3.

Descriptive summaries of consumer’s general preference for local rice and imported rice

Groups	Count	Sum	Mean	Variance
Tastic (A)	105	713.8	6.798095238	3.91807326
Irriga (B)	105	582.2	5.544761905	5.38884249
Supa (C)	105	528.8	5.036190476	5.47290842

ANOVA
Source of variation	SS	df	MS	F	P-value	F crit
Between groups	172.6829206	2	86.34146032	17.5255387	0.00000006	3.02468142
Within groups	1537.101714	312	4.926608059
Total	1709.784635	314

1 Source: survey data.

Mean preference ranking comparison of the various uncooked rice types
Source: survey data.

Table 4.

Consumer’s preference for intrinsic attributes of cooked and uncooked local and imported rice

Uncooked rice
Attribute	Tastic A	Irriga B	Supa C	p-value
Smell/fragrance/aroma	6.52	6.09	5.05	0.000046
Size of grain	7.10	5.59	5.45	0.0000000939392
Shape of kernel	6.76	5.79	5.45	0.0001
Colour of rice	6.67	6.29	5.56	0.0052
Texture/feel	6.98	6.25	5.74	0.000315623

Cooked Rice
Attribute	Tastic A	Irriga B	Supa C	p-value
Smell/fragrance/aroma	6.51	6.61	5.42	0.00459
Taste	6.85	6.61	5.08	0.000000751259
Shape of kernels	6.93	6.12	5.24	0.000
Stickiness	6.76	6.46	4.81	0.000
Swelling capacity	6.97	6.46	5.64	0.000585688
Colour of rice	6.89	7.11	6.38	0.00342

1 Source: survey data.

Table 5.

Extrinsic quality attributes that consumers consider important when buying rice and Kendall’s W

Rice attributes (N = 105)	Mean Rank	Rank
Taste	7.5	1
Price	7.46	2
Swelling capacity	6.9	3
Promotion	6.82	4
Stickiness	6.75	5
Brand	6.6	6
Shape	6.5	7
Label	6.4	8
Packaging	6.38	9
Texture	6.32	10
Smell/aroma/fragrance	6.18	11

1 N = 105; Kendall’s W = 0.061, Chi-square = 64.216, Degree of freedom = 10, P-value = 0.001.

1 Source: survey data.

Table 6.

Descriptive statistics for WTP for local and imported rice

	Sample of rice type	M ± SD	F-statistic	P-value
Uncooked rice	A (Tastic)	28.68 ±24.42
	B (Irriga)	25.98 ±18.06	5.32	0.0054
	C (Supa)	20.05 ±10.11
Cooked rice	A (Tastic)	25.45 ±18.47
	B (Irriga)	23.70 ±11.11	8.32	0.00037
	C (Supa)	18.03 ±9.56

1 Source: survey data.

Table 7.

Multiple comparisons of means for WTP – Tukey HSD

	Group1	Group2	Mean diff	p-adj	Lower	Upper	Reject
Uncooked rice	A	B	–2.7007	0.5635	–8.9252	3.5237	False
	A	C	–8.6275	0.0043	–14.9691	–2.2859	True
	B	C	–5.9268	0.0744	–12.2986	0.445	False
Cooked rice	A	B	–1.7445	0.6452	–6.3468	2.8579	False
	A	C	–7.4201	0.0004	–11.9522	–2.8876	True
	B	C	–5.6756	0.0108	–10.2669	–1.0842	True

1 Source: survey data.

Table 8.

Model fitting information WTP

Model	Model fitting criteria
Model	-2 Log Likelihood	Chi-square	df
Intercept only	215.680
Final	186.128	29.552	22

Goodness-of-Fit
	Chi-square	df	Sig.	Pseudo R-square
Pearson	189.750	178	0.260	0.279^N
Deviance	182.616	178	0.391

1 Source: survey data.

Table 9.

Parameter estimates for willingness to pay

	Predictor variables	B	Std. Error	Wald	p-value	Exp(B)
Rice B	Intercept	0.291	1.240	0.055	0.814
	smell	–0.076	0.128	0.354	0.552	0.927
	texture	0.020	0.137	0.020	0.887	1.020
	taste	–0.199	0.186	1.141	0.285	0.820
	shape	–0.082	0.184	0.200	0.655	0.921
	stickiness	–0.149	0.162	0.847	0.357	0.862
	swelling capacity	0.256	0.183	1.954	0.162	1.291
	packaging	0.084	0.155	0.297	0.586	1.088
	brand	0.126	0.172	0.531	0.466	1.134
	label	–0.156	0.139	1.267	0.260	0.855
	price	–0.148	0.175	0.716	0.398	0.862
	promotion	0.243	0.143	2.866	0.090	1.275
Rice C	Intercept	2.041	1.172	3.032	0.082
	smell	0.001	0.168	0.000	0.997	1.001
	texture	0.122	0.176	0.479	0.489	1.129
	taste	0.020	0.187	0.012	0.914	1.020
	shape	–0.029	0.215	0.018	0.893	0.971
	stickiness	–0.033	0.191	0.031	0.861	0.967
	swelling capacity	–0.329	0.177	3.472	0.062	0.719
	packaging	–0.165	0.190	0.756	0.385	0.848
	brand	0.106	0.194	0.302	0.582	1.112
	label	0.092	0.180	0.263	0.608	1.096
	price	–0.501	0.209	5.730	0.017	0.606
	promotion	0.329	0.190	2.986	0.084	1.389

1 Source: survey data.

References

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Articles in this issue

DOI: https://doi.org/10.17306/j.jard.2025.00013r1 | Journal eISSN: 1899-5772 | Journal ISSN: 1899-5241

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Language: English

Page range: 1 - 16

Accepted on: Dec 19, 2024

Published on: Feb 25, 2025

Published by: Poznań University of Life Science

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

extrinsic and intrinsic quality attributes,

experimental auctioning,

sensory evaluation,

consumer preference,

rice

Related subjects:

Business and economics,

Political economics,

Political economics, other,

Business management,

Business management, other,

Life sciences,

Life sciences, other,

Social sciences,

Political science,

Political science, other

© 2025 Cecil Togarepi, Martha Hangula, Kunda Kalimbwe, Benisiu Thomas, published by Poznań University of Life Science
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 75 (2025): Issue 1 (February 2025)

Consumption Preference and Willingness to Pay for Locally Produced Rice in Namibia: Implications for Upscaling Production

Figures & Tables

Fig. 1.

Fig. 2.

Fig. 3.

Table 1.

Table 2.

Table 3.

Fig. 4.

Table 4.

Table 5.

Table 6.

Table 7.

Table 8.

Table 9.

Paradigm

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