This report outlines the findings of the research.
The objectives of this research were:
1. To understand the consumers’ willingness to pay for an added value product (fortified rice) with health benefits (including consumers’ willingness to pay a slightly increased price for a product with clear health benefits; and analysis of acceptable price increase);
2. To understand the consumer profile, their attitudes towards and habits related to rice;
3. To evaluate the acceptance of product taste, physical qualities, and preparation process (including their willingness to consume fortified rice/acceptability of fortified rice).