Eze, E. U1., Effiong, J. A.
L1, Osuji E.E2 and Maduike I. A3
1Departmentof
Agricultural Technology, Federal Polytechnic Nekede, P.M.B 1036,Owerri,Imo
State
2Department of Agricultural Economics, Micheal Okpara
University of Agriculture, Umudike 3Department of
Agricultural Economics, Federal University of technology, owerri
E–mail: emey4jesus@yahoo.com
Corresponding Author: Eze,
E. U.
ABSTRACT
The study evaluates consumers’
behaviour on retail price of rice in Imo State of Nigeria. Data were drawn from
the three agricultural zones in Imo State, namely Owerri, Orlu and Okigwe. A
functional market in each zone was randomly selected. A multi stage sampling technique
was used for the study. Primary data were obtained by means of interview
schedule (questionnaire) administered to consumers of rice at retail shops.
Data were analyzed using descriptive techniques and ordinary least square (OLS)
method of multiple regression analysis. Empirical result reveals that the mean
weekly budget share for rice was N1345.20
but the actual weekly expenditure was N1638.89.
The differential of 21.8% increases in expenditure from the budget share of
rice could be attributed to variability in prices of rice in the market. About
63.3% of rice consumers have a weak bargaining index of 0.67 indicating that
consumers’ influence on the food product is weak. It could be deduced from the
result that quantity demanded of rice (Qty) has negative relationship with its
own price but consumers’ bargaining power has a positive effect on price. There
is need for consumers to be encouraged to form co – operative societies through
which they can buy food products in bulk to reduce retail price thereby
reducing the price margin between their budget share and actual expenditure in
view of the fact that their bargaining power is weak. This will also reposition
them to play a key role in price formation and sharing market information in
order to increase their bargaining power as majority of retailers are only interested
in profit maximization to the detriment of consumers. Consumers of rice should
be ready to make adjustment on their weekly budgets of rice because of price
variability.
Keywords: Consumer behaviour, retail prices, budget share, price flexibility