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Branding of agricultural products has confined only to several processed products like meat and dairy products and rice. This study attempts to examine the factors that the consumer considers in purchasing rice, present status and future prospects for rice branding in Sri Lanka. A field survey was conducted with 45 paddy farmers and 45 rice consumers in Anuradhapura district and a purposive sample of l0 rice millers in Gampaha dislrict. A SWOT analysis was done in order to identify strengths and weaknesses of rice branding. Results indicated that grain color, past experience with the brand, extent to which the grains were polished, level of parboiling, proportion of broken grains, smell, stickiness, health reasons, grain type ,cleanliness and keeping quality of cooked rice are the attributes that has governed the purchasing decision of the consumer. Consumer b perceived quality is also important to consider as they pay a price premium for the brand based quality. Millers should develop strategies such qs the production of new brands of rice to motivate paddy producers. Millers' strengths should be furthered by encouraging them to introduce new brands. Weaknesses of the miller could be transformed to strengths by presenting rice under renowned brands. Weaknesses of the consumer could be avoided through proper brand communication while the weaknesses of the farmer could be avoided by allowing them to enjoy benefits of branding. So, the prevailing opportunities in Sri Lanka are favorable to promote rice branding. AGRIEAST 2009 (8) p.11-18

Purchasing Behavior of Rice Consumers and Potential for Rice Branding in Sri Lanka