The study investigated socio-demographic factors and product attributes affecting purchase decision of special rice by Malaysian consumer. The primary data were analyzed by using binary logit model.
Demographic factors and consumer preference for special rice (with reference to basmati rice) attributes were identified to affect purchasing behavior for special rice. Size of household, marital status, number of children, household income and gender of consumers are the main socio-demographic factors that significantly influence households’ choices of special rice for home consumption in the Klang Valley area. The findings also suggest that product attributes such as flavor and aroma, availability, brand name and quality also influence the frequent purchasing of Basmati rice among the Malaysian consumers. However price and easy preparation are not significant in influencing the frequent purchasing of Basmati rice since most consumers are aware that special rice such as Basmati is expensive and all rice has to be prepared in a usual way.