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Women in motion: Women Build a Brand

Women in motion: Women Build a Brand

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To help local rice compete with imported rice, which dominates the market, an AfricaRice research team conducted a study that examined the role of labeling in helping raise the demand for local rice varieties in Senegal
To help local rice compete with imported rice, which dominates the market, an AfricaRice research team conducted a study that examined the role of labeling in helping raise the demand for local rice varieties in Senegal

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Categories:Types, Research
Published by: International Rice Research Institute on Aug 01, 2013
Copyright:Attribution Non-commercial

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03/14/2014

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Women in motion
18
A
ppearances were the subject o the day in a studyinvolving Arican women that sought to understandhow marketing inuences consumer preerencebetween locally produced and imported rice.In Arica, women undertake much o the work intraditional rained, mangrove, and upland rice productionsystems. However, Arican women are oten 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 eectively marketedto consumers so that it cancompete against massive riceimports.In Senegal, wherewomen decide what typeo rice to buy, AricaRiceworked with a local women’sassociation, Khar Yalla Gueye,in Dakar and Saint-Louisto test the eectivenesso intervention in helpingwomen market local ricevarieties more eectively.AricaRice 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, andragrance. However, extrinsic quality cues, such as labeling,
Women build a brand
certifcation, inormation, and promotion campaigns or aproduct, inuence 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 preerred 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 eectively 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 AricaRice research team conducted a study that examined the role o labeling in helping raise the demand or local rice varieties in Senegal.

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