Customer preference on Imported Rice vs. Local Rice in Kelantan

Rice has become the most important staple food in Malaysia. The government had decided to end the rice import and be self-sufficiency by 2020 but the amount of rice import from another country still increasing each year. Thus, a survey was conducted in the Kelantan area to determine their preference between local and import rice. The study showed that Kelantan consumer preferred imported rice. The data that were analyzed by using the chi-square test to see the relationship between demographic factor and preference of rice based on knowledge, attitude and perception. Demographic factors such as region, age, education, and primary buyers showed significant differences with the preference of rice based on consumer knowledge. Region, age, gender, education level, income and primary buyers were demographic factor that influences the preference of rice based on their attitude. For perception, only gender did not have significant with the preference of rice.Factor analysis was done to determine the inclination factor.The findings suggested that consumer knowledge was the first factor that influenced consumer preference on the rice. The study, therefore recommended that the knowledge of consumer on the local rice produce in Malaysia should be increased to achieve that self-sufficiency by 2020.