| dc.description.abstract | Rice is a dietary staple within many Ugandan households with a domestic demand estimated around 350,000 metric tons per year. University students represent an attractive segment of rice consumers but however, the factors that influence rice consumption among university students are not well known. The purpose of this study was therefore to examine the factors that influence consumer preference for different rice varieties among university students. It used primary data that was collected through an online questionnaire that was filled by 107 third year undergraduate students at School of Statistics and Planning which included 57.0% males and 43.0% females. From the study, 99.1% of the students consumed rice and 0.9% never consume rice. Analysis was done using frequency distribution tables, percentages, and chi- square. From the bivariate analysis, the factors that significantly influenced consumer preference for different rive varieties were price, taste and texture and cleanliness while aroma, health and nutritional value, age, income level, ethnic background, educational level, and geographical location had no significant relationship with consumer preference. From the research findings, super was the most preferred rice variety. The results indicate that rice producers and suppliers need to understand the factors that influence the students’ rice variety preference and to what extent in order to develop the appropriate marketing strategies to attract them. The students should also be aware of the factors to consider when choosing rice varieties in order to derive satisfaction and maximum value for their money. | en_US |
