Factors Influencing Consumer’s Brand Choice of Rice

The main objective of the study is to identify factors influencing consumer’s brand choice of rice in Tamale Metropolis. The specific objectives of the study include;

1. Identifying the most important attributes that consumers consider when purchasing rice.
2. Analyze consumers’ perception towards the branding of rice.
3. Examine the magnitude of the effect of rice attributes on consumer willingness to pay for rice.

The study adopted the descriptive research design. Based on the research objectives of this study, the quantitative method was chosen. The population of the study was residents within the Tamale Metropolitan Area. The study sampled two hundred and fifty (250) residents within the Tamale Metropolitan Area. Within the frame of the non-probability sampling, convenience sampling was used. Questionnaires were used as the data collection instrument. The data collected from the respondents was coded and analyzed using Statistical Package for Social Sciences (version.21).