Consumer Preferences for Rice Quality Attributes in Traditional Markets in Pangkajene and Kepulauan Regency
Keywords:
rice quality, consumer priorities, traditional retail, importance-performance analysis, affordability
Abstract
Rice quality policies and marketing strategies are often designed based on formal quality and product packaging, although many households in Indonesia still evaluate rice directly in traditional markets. This study examines how consumers rate the importance and perceived market performance of nine rice attributes in Pangkajene and Kepulauan (Pangkep) Regency, South Sulawesi. A market-based survey was conducted using an accidental sampling technique, resulting in 53 end consumers. Respondents rated brand, price, packaging, aroma, grain integrity, cleanliness, cooked rice texture, whiteness, and shelf life on a five-point scale. Descriptive statistics, importance-performance gaps, and data-centered importance-performance analysis (IPA) were used. Cleanliness received the highest importance rating (4.68), followed by cooked rice texture (4.04) and price (4.02). Brand (3.43) and packaging (3.49) received the lowest importance ratings. The mean perceived performance (3.45) was lower than the mean importance (3.86), and price showed the largest negative gap (-1.19), followed by cleanliness (-1.08). Using the overall average as a benchmark, price is the only attribute that is clearly "focused here." Cleanliness and texture of cooked rice fall in the high importance/high performance quadrant, while packaging, aroma, grain integrity, whiteness, and shelf life fall in the low importance/high performance quadrant relative to the sample average; brands are low on both dimensions. These findings suggest that affordability is the most immediately perceived drawback, while hygiene and food quality should not be sacrificed in price stabilization or product differentiation strategies.
References
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Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77-79. https://doi.org/10.1177/002224297704100112
Mizuki, A., Nakano, Y., & Kasai, M. (2025). Consumer preferences for low-amylose rice: A sensory evaluation approach. Foods, 14(12), 2128. https://doi.org/10.3390/foods14122128
Muthayya, S., Sugimoto, J. D., Montgomery, S., & Maberly, G. F. (2014). An overview of global rice production, supply, trade, and consumption. Annals of the New York Academy of Sciences, 1324(1), 7-14. https://doi.org/10.1111/nyas.12540
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Nie, W., Abler, D., Zhu, L., & Li, T. (2018). Consumer preferences and welfare evaluation under current food inspection measures in China: Evidence from real experiment choice of rice labels. Sustainability, 10(11), 4003. https://doi.org/10.3390/su10114003
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Xu, H., Cai, L., & Liao, X. (2023). Green-labelled rice versus conventional rice: Perception, emotion, and purchase intention. Foods, 12(1), 87. https://doi.org/10.3390/foods12010087
Yang, X., Chen, Q., & Lin, S. (2021). Consumers’ preferences for health-related and low-carbon attributes of rice. Journal of Cleaner Production, 295, 126443. https://doi.org/10.1016/j.jclepro.2021.126443
Adabrah-Danquah, V., Durand-Morat, A., Nalley, L. L., Diagne, M., Nsiah Frimpong, B., & Yang, W. (2025). Consumer preferences and valuation for sustainably produced rice in Ghana. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-024-05893-8
Antriyandarti, E., Barokah, U., Rahayu, W., & Mandasari, P. (2023). Consumers’ willingness to pay for local rice. Journal of Agriculture and Food Research, 14, 100851. https://doi.org/10.1016/j.jafr.2023.100851
Bacon, D. R. (2003). A comparison of approaches to importance-performance analysis. International Journal of Market Research, 45(1), 55-71. https://doi.org/10.1177/147078530304500101
Badan Pangan Nasional. (2024). Realisasi penyaluran beras SPHP tahun 2024. https://pustaka.badanpangan.go.id/publikasi/03afdbd66e7929b125f8597834fa83a4
Badan Pangan Nasional. (2026). SPHP beras 2025 diperpanjang hingga 31 Januari 2026. https://pustaka.badanpangan.go.id/publikasi/63538fe6ef330c13a05a3ed7e599d5f7
Badan Pusat Statistik. (2025a). Pada 2024, luas panen padi mencapai sekitar 10,05 juta hektare dengan produksi padi sebanyak 53,14 juta ton GKG. https://www.bps.go.id/id/pressrelease/2025/02/03/2414/
Badan Pusat Statistik. (2025b). Konsumsi beras menurut kabupaten/kota di Provinsi Sulawesi Selatan. https://sulsel.bps.go.id/id/statistics-table/2/MTY4NSMy/
Badan Pusat Statistik. (2026). Rata-rata konsumsi per kapita seminggu menurut kelompok padi-padian per kabupaten/kota. https://www.bps.go.id/id/statistics-table/2/MjA5NCMy/
Bairagi, S., Mohanty, S., Baruah, S., & Thi, H. T. (2021). What drives consumer demand for packaged rice? Evidence from South and Southeast Asia. Food Control, 129, 108261. https://doi.org/10.1016/j.foodcont.2021.108261
Champagne, E. T., Bett-Garber, K. L., Fitzgerald, M. A., Grimm, C. C., Lea, J., Ohtsubo, K., Jongdee, S., Xie, L., Bassinello, P. Z., Resurreccion, A., Ahmad, R., Habibi, F., & Reinke, R. (2010). Important sensory properties differentiating premium rice varieties. Rice, 3, 270-281. https://doi.org/10.1007/s12284-010-9057-4
Connor, M., Tuan, L. A., DeGuia, A. H., & Wehmeyer, H. (2022). The influence of climate change knowledge on consumer willingness to pay for sustainably produced rice in Vietnam. Journal of Cleaner Production, 351, 131472. https://doi.org/10.1016/j.jclepro.2022.131472
Custodio, M. C., Cuevas, R. P., Ynion, J., Laborte, A. G., Velasco, M. L., & Demont, M. (2019). Rice quality: How is it defined by consumers, industry, food scientists, and geneticists? Trends in Food Science & Technology, 92, 122-137. https://doi.org/10.1016/j.tifs.2019.07.039
Fang, P., Tan, Q., & Zhang, C. (2024). Consumer preference and willingness to pay for rice quality attributes: Evidence from a choice experiment. Foods, 13(17), 2774. https://doi.org/10.3390/foods13172774
Feng, M., Mangan, J., Wong, C., Xu, M., & Lalwani, C. (2014). Investigating the different approaches to importance-performance analysis. The Service Industries Journal, 34(12), 1021-1041. https://doi.org/10.1080/02642069.2014.915949
Fitzgerald, M. A., McCouch, S. R., & Hall, R. D. (2009). Not just a grain of rice: The quest for quality. Trends in Plant Science, 14(3), 133-139. https://doi.org/10.1016/j.tplants.2008.12.004
Food and Agriculture Organization of the United Nations. (2014). A regional rice strategy for sustainable food security in Asia and the Pacific. https://www.fao.org/4/i3643e/i3643e.pdf
Fukagawa, N. K., & Ziska, L. H. (2019). Rice: Importance for global nutrition. Journal of Nutritional Science and Vitaminology, 65(Supplement), S2-S3. https://doi.org/10.3177/jnsv.65.S2
International Rice Research Institute. (2022). What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia. Rice Today. https://ricetoday.irri.org/what-drives-consumer-demand-for-rice-fragrance-evidence-from-south-and-southeast-asia/
International Rice Research Institute. (2023). IRRI initiates participatory research on cooking quality test of new varieties. https://www.irri.org/news-and-events/news/irri-initiates-participatory-research-cooking-quality-test-new-varieties
International Rice Research Institute. (2025). Why grain quality matters in modern rice breeding. https://www.irri.org/news-and-events/news/why-grain-quality-matters-modern-rice-breeding
Kim, H. M., Kim, N., Hong, Y. S., & Lee, J. (2021). Approach for importance-performance analysis of product attributes from online reviews. Journal of Mechanical Design, 143(8), 081705. https://doi.org/10.1115/1.4049972
Knaapila, A., Oliver, P., Cattaneo, C., & Dinnella, C. (2022). Sensory and consumer research has a role in supporting sustainability of the food system. Foods, 11(13), 1958. https://doi.org/10.3390/foods11131958
Lancaster, K. J. (1966). A new approach to consumer theory. Journal of Political Economy, 74(2), 132-157. https://doi.org/10.1086/259131
Louviere, J. J., Flynn, T. N., & Carson, R. T. (2010). Discrete choice experiments are not conjoint analysis. Journal of Choice Modelling, 3(3), 57-72. https://doi.org/10.1016/S1755-5345(13)70014-9
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. https://doi.org/10.1111/j.1467-8276.2008.01175.x
Ma, X., Liu, J., & Gao, Z. (2022). Impact of food sustainability labels on the price of rice in online markets. Foods, 11(23), 3781. https://doi.org/10.3390/foods11233781
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77-79. https://doi.org/10.1177/002224297704100112
Mizuki, A., Nakano, Y., & Kasai, M. (2025). Consumer preferences for low-amylose rice: A sensory evaluation approach. Foods, 14(12), 2128. https://doi.org/10.3390/foods14122128
Muthayya, S., Sugimoto, J. D., Montgomery, S., & Maberly, G. F. (2014). An overview of global rice production, supply, trade, and consumption. Annals of the New York Academy of Sciences, 1324(1), 7-14. https://doi.org/10.1111/nyas.12540
My, N. H. D., Rutsaert, P., Van Loo, E. J., & Verbeke, W. (2018). Consumers’ familiarity with and attitudes towards food quality certifications for rice and willingness to pay in Vietnam. Food Control, 82, 74-82. https://doi.org/10.1016/j.foodcont.2017.06.022
Nie, W., Abler, D., Zhu, L., & Li, T. (2018). Consumer preferences and welfare evaluation under current food inspection measures in China: Evidence from real experiment choice of rice labels. Sustainability, 10(11), 4003. https://doi.org/10.3390/su10114003
Oh, H. (2001). Revisiting importance-performance analysis. Tourism Management, 22(6), 617-627. https://doi.org/10.1016/S0261-5177(01)00036-X
Okpiaifo, G., Durand-Morat, A., West, G. H., Nalley, L. L., Nayga, R. M., Jr., & Wailes, E. J. (2020). Consumers’ preferences for sustainable rice practices in Nigeria. Global Food Security, 24, 100345. https://doi.org/10.1016/j.gfs.2019.100345
Sekiya, N., Oishi, T., Takahashi, Y., & Kinoshita, Y. (2024). Shaping rice preferences: Effects of farming information, package design and consumer attributes. Sustainability, 16(22), 10099. https://doi.org/10.3390/su162210099
Srisukwatanachai, T., Wang, S., & Lee, J. (2025). The impact of sensory perceptions and country-of-origin image on consumer preference for aromatic rice. Foods, 14(4), 603. https://doi.org/10.3390/foods14040603
Sustainable Rice Platform. (2020). SRP standard for sustainable rice cultivation (Version 2.1). https://sustainablerice.org/
Xu, H., Cai, L., & Liao, X. (2023). Green-labelled rice versus conventional rice: Perception, emotion, and purchase intention. Foods, 12(1), 87. https://doi.org/10.3390/foods12010087
Yang, X., Chen, Q., & Lin, S. (2021). Consumers’ preferences for health-related and low-carbon attributes of rice. Journal of Cleaner Production, 295, 126443. https://doi.org/10.1016/j.jclepro.2021.126443
Published
2026-08-07
How to Cite
Salmah Hasanuddin, Mohammad Natsir, Amruddin, A., Syafiuddin, S., & Sri Mardiyati. (2026). Consumer Preferences for Rice Quality Attributes in Traditional Markets in Pangkajene and Kepulauan Regency. International Journal of Economics, Business and Innovation Research, 5(05), 680-692. https://doi.org/10.63922/ijebir.v5i05.5818
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