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The study analyzed the characteristics of consumers buying specialty rice, their consumption pattern, and the factors associated with specialty rice consumption. Accidental sampling of 120 consumer-respondents was done. Descriptive and differentiated importance rating analyses along with Chi-square test of independence were performed. Results revealed that specialty rice consumers are generally young, female, married, highly educated, and high income earners. Brown rice has the highest average weekly consumption (2.89 kg) and black rice, the lowest (2.27 kg). Aroma is the most important attribute and price and length of cooking, the least important. The motivating attributes are length of cooking time for brown rice and price for black and red rice. Age and educational attainment are associated with consumption pattern and should be used as bases for market segmentation. Recommendations emphasize shortening the cooking time for specialty rice as the basis for future product development.


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