A STUDY OF ASIAN-AMERICAN RICE DEMAND IN HOUSTON, TEXAS

Goodwin, Harold L.,, Rodney Holcomb and M. Edward Rister

Journal of Food Distribution Research, 1996, vol. 27, issue 3, 8

Abstract: Responses to a product placement study of five long-grain rice varieties in 192 Asian-American households in Houston, Texas were utilized to estimate a quality-adjusted price model for rice demand. Quantity-dependent demand functions were estimated using actual price, quality-adjusted price, and no price scenarios. Results indicate that, although price was statistically significant, it explained very little of the variation in the quantity of rice demanded; further, income was not significant in determining rice demand for Asian Americans. Their demand appears to be driven primarily by ethnic and cultural considerations and household characteristics. Implications for retail marketing are discussed.

Keywords: Demand; and; Price; Analysis (search for similar items in EconPapers)
Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27896

DOI: 10.22004/ag.econ.27896

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