Traditional Rice Varieties, Consumer Segmentation, and Preferences: A Case Study from Kerala, India

Jayasree Krishnankutty (), Lakshmi Pottekkat Sasidharan, Rajesh K. Raju, Nadhika Kaladharan, Atheena Ul Purath, Vivek Sugathan, Michael Blakeney and Kadambot H. M. Siddique
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Jayasree Krishnankutty: College of Agriculture, Kerala Agricultural University, Thrissur 680656, Kerala, India
Lakshmi Pottekkat Sasidharan: Krishi Vigyan Kendea, Kerala Agricultural University, Pattambi 679306, Kerala, India
Rajesh K. Raju: Taluk Statistical Office, Department of Economics and Statistics, Mini Civil Station, Thalassery 670101, Kerala, India
Nadhika Kaladharan: College of Agriculture, Kerala Agricultural University, Thrissur 680656, Kerala, India
Atheena Ul Purath: Regional Agricultural Research Station, Kerala Agricultural University, Pilicode 671353, Kerala, India
Vivek Sugathan: Krishi Bhavan, Department of Agriculture and Farmers Welfare, Agartala 799001, Tripura, India
Michael Blakeney: School of Law, The University of Western Australia, Perth 6009, Australia
Kadambot H. M. Siddique: The UWA Institute of Agricultural Sciences, The University of Western Australia, Perth 6009, Australia

Sustainability, 2025, vol. 17, issue 12, 1-17

Abstract: Traditional rice varieties (TRVs), shaped by generations of adaptation to local soils and climates, are often seen as less competitive than modern rice varieties (MRVs) due to lower yields. As a result, the spread of MRVs has contributed to a global decline in TRVs. However, TRVs offer notable advantages, particularly in terms of sustainability and health benefits. In light of their gradual disappearance, this study aimed to compare the nutritional quality and consumer preferences for selected TRVs and MRVs cultivated in Kerala, India. We evaluated sensory attributes and physicochemical properties to assess their influence on consumer preference. Sensory rankings were analyzed using Kendall’s W test, while multiple linear regression was used to examine the relationship between consumer preference and various quality parameters. The study found that TRVs had significantly higher antioxidant levels, while MRVs had substantially higher protein contents. Sensory evaluations ranked TRVs more favorably, with grain appearance and taste being key drivers of preference. Physicochemical characteristics also significantly influenced consumer choice. To understand how these preferences influenced purchasing behavior, we conducted exit surveys in supermarkets and applied cluster and discriminant function analyses. The results indicated that both younger consumers and senior residents preferred TRVs in terms of purchase and consumption patterns.

Keywords: traditional and modern rice varieties; physicochemical attributes; sensory evaluation; consumer preferences; organoleptic analysis; cluster analysis; discriminant function analysis; consumer types (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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