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  2. Vol 2 Issue 5, 2020
  3. “RICE BRANDING AND CONSUMER BEHAVIOUR ON RICE PURCHASE”: A CASE STUDY OF SELECTED CONSUMERS OF RICE IN THE BEREKUM MUNICIPALITY OF THE BONO REGION
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ENOCH ARTHUR

“RICE BRANDING AND CONSUMER BEHAVIOUR ON RICE PURCHASE”: A CASE STUDY OF SELECTED CONSUMERS OF RICE IN THE BEREKUM MUNICIPALITY OF THE BONO REGION

The purpose of this research is to study “Rice branding and consumer behaviour in rice purchasing”. The objective of the study included identifying the various brands of rice in the Berekum Municipality, assess consumer awareness of the various brands of rice in the municipality, to examine how rice branding influence consumer preferences in the municipality and assess how the perceived quality affects quantity of rice purchased by consumers. The sample size for the study is made up of two hundred (200) consumers. The study revealed that consumers prefer to buy the foreign branded rice than the locally produced ones. Consumers also consider the quality of rice before making a buying decision. It is considered a priority for marketers to know the reasons behind the purchasing intentions of consumers towards their products. From this study, it is clear that consumers purchase branded imported rice due to its high quality. Product quality is a key factor in assessing purchase intention. It is a continuous process of improvement that the continuous changes increase product performance and consequently the satisfaction of customers’ needs. Brand awareness and brand recognition play a larger role in the consumer purchase decision than one may think. Brand recognition is an asset that not only adds long-term value, but it can also lead consumers to an actual sale. The researcher recommends that producers of local rice should improve on the branding and quality of local rice so as to attract consumers.