Women in motion
ppearances were the subject o the day in a studyinvolving Arican women that sought to understandhow marketing inuences consumer preerencebetween locally produced and imported rice.In Arica, women undertake much o the work intraditional rained, mangrove, and upland rice productionsystems. However, Arican women are oten marginalizedwith regard to access to land or growing rice, particularlyin irrigated ecologies. They have thus typically specialized inpostharvest activities such as processing, quality control, andmarketing.Here, some women’sorganizations have taken upthe question o how local ricecan be eectively marketedto consumers so that it cancompete against massive riceimports.In Senegal, wherewomen decide what typeo rice to buy, AricaRiceworked with a local women’sassociation, Khar Yalla Gueye,in Dakar and Saint-Louisto test the eectivenesso intervention in helpingwomen market local ricevarieties more eectively.AricaRice is a partner o theInternational Rice ResearchInstitute (IRRI) under GRiSP.When making a purchasedecision, consumers look ordesired qualities in a product.These are intrinsic attributes,such as postharvest grainquality, purity, taste, andragrance. However, extrinsic quality cues, such as labeling,
Women build a brand
certifcation, inormation, and promotion campaigns or aproduct, inuence consumers’ perceptions.The study revealed that 47%, or almost hal, o the241 Senegalese women surveyed relied on attributes o therice bag (container) when deciding which variety to buy. Thewomen were even willing to pay 17% price premiums ortheir preerred brands. This supports the importance o goodpackaging or local rice in countries where consumers have astrong attachment to imported rice.“Marketing is an important tool in adding value tolocal rice in Senegal and should be used eectively as
Appearances matter. Packaging helps local rice become competitive in the market.
To help local rice compete with imported rice, which dominates the market, an AricaRice research team conducted a study that examined the role o labeling in helping raise the demand or local rice varieties in Senegal.