The study examined consumer preferences for scented rice in Bangalore, India. It found that most consumers were aware of basmati rice. When asked about their preferences, consumers favored aroma, price, and taste in rice over attributes like impurities and stickiness. Through statistical analysis, the study identified several key factors that influenced consumers' rice purchasing decisions, including income, price, festivals, country of origin, retailer recommendations, availability, nutrition, traditions, word-of-mouth from friends, advertisements, and taste. Marital status and special offers were not found to be significant influencing factors.

1. A Study on Consumer Preference for
Scented Rice in Bangalore City
Sunil Kumar, M MBAL2027
Dept. of Agricultural Marketing, Co-operation and Business Management, UAS, GKVK Campus,
Bangalore-560065
INTRODUCTION
Fragrant rice is generally identified by three
main factors: appearance, aroma and taste. It is
characterized as a superfine grain, with a
pleasant and subtle aroma. It has a soft texture
and extreme grain elongation with a breadth-wise
swelling that occurs with cooking.
Basmati and Jasmine are premium long grain
rice. Their high value comes from the
characteristic fragrance in both the raw and
cooked states, and for the distinctive shape of
the grain, which upon cooking elongates to
almost double its length whilst its width
remains the same. In addition to having a
desirable taste and texture, Basmati and
Jasmine rice are reported to be a good source
of slow releasing carbohydrates. Basmati rice
has traditionally been grown in the north and
northwestern part of the Indian sub-continent
for centuries.
Objectives:
1. To examine the consumer awareness about
types and brands of scented rice,
2. To analyze the users preference for scented
rice,
3. To identify the factors influencing usage of
scented rice and
4. To identify the sourcing of scented rice.
METHODOLOGY
The study was conducted in Bangalore
City due to its cosmopolitan nature. The
primary data collected from 40 consumers
through pre-tested schedule.
The consumers awareness about scented
rice was analyzed using descriptive analysis.
The consumer preference for different rice
attributes were analysed using best-worst
scaling method. The factors influencing buying
decision was analysed using factor analysis
ADVISORY COMMITTEE
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Standard score
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Chair person
Dr. G. N. Nagaraja
Professor and KSAMB Chair,
Dept. of Ag. Ma.Co. and BM, UAS, GKVK, Bangalore
Members:
Dr. P. K. Mandanna
Professor and University Head,
Dept. of Ag. Ma.Co. and BM, UAS, GKVK, Bangalore
Dr. C. P. Gracy
Professor,
Dept. of Ag. Ma.Co. And BM, UAS, GKVK, Bangalore
Dr. D. Nanjappa
Professor,
Dept. of Agricultural Extension, UAS, GKVK,
Bangalore
RESULTS
Table 1: Consumers’ awareness about the various types of
scented rice n=40
Table 2: Factors influencing buying decision of scented rice by
consumers in Bangalore city
n=40
SUMMARY
The present study on consumer preference
was conducted in Bangalore city. The city was
selected due to its cosmopolitan nature. the
study was conducted through pre-tested
schedule by personal interview method. The
study showed that most of the Bangalorians
know about basmati rice. The study also
revealed that consumers preferred aroma, price
and taste while impurities, texture stickiness
were least preferred. The factors that
significantly influenced the buying of scented
rice were income, price of scented rice, festivals,
country of origin, retailers, availability of
scented rice, nutritive value, traditions, friends,
advertisements and taste. Offers and marital
status of the consumers were not significant
factors influencing in buying scented rice.
Type of rice Number of consumers Percentage
Basmati 40 100.00
Jasmine 3 7.50
Kalijira 11 27.50
Gandhasale 3 7.50
Ambemohar 1 2.50
Brown rice 2 5.00
Fig. 1 Consumer Preference Level For
Different Rice Attributes
Sl No Factors
Publicity
Financial
status
Culture Availability
1.
Taste -0.083 0.131 0.537 0.524
2.
Education 0.299 -0.165 0.114 0.640
3.
Availability 0.057 0.295 -0.071 0.769
4.
Offers 0.493 0.492 -0.296 0.478
5.
Retailers 0.780 0.277 -0.266 0.168
6.
Friends 0.672 0.165 0.110 0.280
7.
Advertisements 0.666 0.378 0.182 -0.277
8.
Price 0.136 0.927 0.272 0.068
9.
Festivals 0.078 0.189 0.855 0.121
10.
Traditions 0.263 0.270 0.711 -0.111
11.
Nutritive value 0.765 0.038 0.332 -0.036
12.
Marital status 0.491 -0.215 0.348 0.465
13. Country of
origin
0.794 -0.039 0.083 0.278
14.
Income 0.142 0.931 0.202 0.078
DISCUSSION
All consumers were aware about basmati rice. 27.50 % of
consumers know about Kalijira rice. The least known rice was
Ambemohar(2.5%), (Table 1).
In order to study consumer preference Best-Worst scaling was
employed. While purchasing scented rice aroma, price, taste, grade,
cooking time, brand and after cooking grain size were most preferred
characters and While consumers were least preferred characteristics
like impurities, texture, stickiness, broken grain, age of rice, grain
size and colour. (Figure 1)
In order to analyse factors influencing buying decision, factor
analysis was used. The factors that significantly influenced the
buying of scented rice were income, price of scented rice, festivals,
country of origin, retailers, availability of scented rice, nutritive
value, traditions, friends, advertisements and taste. Offers and marital
status of the consumers were not significant factors influencing in
buying scented rice. (Table 2)
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Attributes