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An Analysis of Consumer Preference on Locally Grown Rice in Cheongju Using Choice Experiment Methods

The objectives of this study are to study consumers’ awareness and preference for local rice brands and to estimate consumers’ willingness to pay for them. The Choice Experiment is used and the data is collected from 163 consumers in Cheongju, Korea, through direct interviews and survey. 152 samples are found to be valid and used for analysis, using LIMDEP 4.0 and SPSS 17.0. It is found that Consumers in Cheongju generally prefer the local rice brands, especially Cheongwon brand to other Chungbuk brands and national brands. It is also found that infrastructure for producers and consumers should be more developed for value addition of the local brands. Potential demand would be increased by continuing promotion, education and research on local rice brands in Cheongju.