Factors Influencing Consumers’ Preference for Imported Rice in Kumasi Metropolis, Ghana

This study has examined the determinants of consumption of imported rice in the Kumasi Metropolis in the Ashanti Region of Ghana. Data was collected from households that were selected in the various sub-metros within the metropolis. In all 327 rice consumers were sampled and interviewed. Descriptive and inferential statistics involving the use of frequency, mean and standard deviation as well as the Probit regression model were used to analyse the data. The results revealed that age, gender, household size, income, education, and price were statistically significant. Education, gender and income influenced consumption of imported rice positively, while household size, age and price had a negative influence on consumption of imported rice. In conclusion, key factors which influence consumers’ preference for imported rice are education, income and household size. It is recommended that government enact law and develop policies to regulate importation of rice into the country and also improve upon the production of rice locally.