AZABAGAOGLU M.O., GAYTANCIOGLU O.
Abstract
The aim of this research was to analyse consumer behaviour regarding different varieties of rice. The research was
pursued in two stages, firstly the focus group method was used to explain different Socio-Economic Status (SES)
group characteristics and sensory evaluations related to rice. The target of this research is to investigate consumer
preference and determine if sensory attributes can be used to predict consumer acceptability for different varieties
of rice. Focus group results indicate that Baldo and US Calrose are significantly different from Ordinary rice
regarding outlook, good cooking, palatability and cleanliness. Consumers are willing to pay more for Baldo than
other varieties. Secondly, the field research was conducted with 632 housewives using the face-to-face interview
method. The field research results were similar and Baldo is perceived differently from other varieties except
regarding price. Therefore, US Calrose consumption is higher than Baldo. Hierarchical cluster analysis indicates
that US Calrose was considered the best imported rice, highly hygienic, shiny, standard length of grains and easyto-
cook.
Key words:
food research, focus group, field research, hierarchical cluster, Baldo, US Calrose