Parboiled rice: A study about attitude, consumer liking and consumption in São Paulo, Brazil

The consumption of parboiled rice in Brazil is low when compared to milled rice, despite alleged nutritional, convenience and technological benefits. Data collected through a survey with 186 consumers in the city of São Paulo, Brazil, were analysed with the aim of gaining a better understanding of local consumer attitudes towards parboiled rice. Six attitudinal items were assessed as giving a score on a five‐point Likert scale. Cluster analysis was used to identify three segments of respondents with different attitudinal patterns. Subsequently, correspondence analysis revealed associations among clusters and educational level and liking/consumption data. Most consumers did not show an established opinion about the main characteristics of parboiled which indicates a weakness of the product promotion. A positive attitude, as demonstrated by a higher intake of parboiled rice, was a reflection of habit and liking, while a negative attitude seemed to be due to previous negative experience and misconceptions about the product. Copyright © 2007 Society of Chemical Industry