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Parboiled rice: A study about attitude, consumer liking and consumption in São Paulo, Brazil
Author(s) -
Behrens Jorge H,
Heinemann Riana JB,
LanferMarquez Ursula M
Publication year - 2007
Publication title -
journal of the science of food and agriculture
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.782
H-Index - 142
eISSN - 1097-0010
pISSN - 0022-5142
DOI - 10.1002/jsfa.2794
Subject(s) - likert scale , consumption (sociology) , promotion (chess) , product (mathematics) , habit , psychology , food products , advertising , marketing , food science , social psychology , business , mathematics , sociology , social science , biology , developmental psychology , geometry , politics , political science , law
Abstract 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