Abstract:
The focus of this study is to investigate consumers’ evaluat ion of rice attributes in different
markets of Dhaka cit y. The study empirically examines the relat ionship between the retail
price of rice and its attributes in the Dhaka cit y markets, using the hedonic pricing model.
In this study, data were collected from retailers’ shop in Agargaon, Taltola, Shewrapara,
Kajipara, Mirpur 10, Mirpur 11, Mirpur-1, Mirpur-2, Mirpur-6, and Mirpur DOHS in
Dhaka cit y in 2023. A total of 200 customers were chosen by using simple random
sampling technique from different retail markets. The results illustrate that consumers pay
a premium price for observable attributes, such as white rice, aroma, glutinous rice,
medium bold grain, medium slander grain and slander grain. However, poverty level in
selected consumers in the Dhaka cit y is 5.0% in terms of head count rat io (HCR) which is
much lower than nat ional level poverty (18.0%). Taking into consideration the above
ment ioned arguments, the study suggests that the government should support rice breeders
to release new rice variet ies wit h more aroma and attractive size and shapes of rice.
Description:
A Thesis
Submitted to the Faculty of Agribusiness Management,
Sher-e-Bangla Agricultural University, Dhaka,
in partial fulfilment of the requirements
for the degree of
MASTER OF SCIENCE (MS)
IN
AGRIBUSINESS AND MARKETING
