An Analysis of Consumer Perception and Willingness to Pay for Floury Rice

The government has implemented policies to develop and promote Floury Rice as a response to the crisis in the rice industry and to reduce dependence on imported wheat. However, despite the expansion of Floury Rice production, consumption has grown at a slower pace, posing challenges to achieving policy objectives. This study aims to analyze consumer awareness and willingness to pay for Floury Rice to identify factors hindering its consumption and provide insights for market growth. The analysis reveals that consumer awareness of Floury Rice remains low, the diversity of products utilizing Floury Rice is limited, and its accessibility is inadequate. The willingness-to-pay analysis indicates a high potential for Floury Rice, suggesting that advancements in technology and marketing strategies could contribute to achieving policy goals.