Abstract:
Rice, being the staple food with a per -caita consumption, fluctuates around 100 kg per year in S
Though current mass production of rice is driven by a handful of improved varieties, historically Sri L
cultivated more than 280 varieties of endemic rice varieties. They are known to contain high in nutritio
and medicinal properties. With the incrasing awareness, people tend to be more health consciou
indigenous rice varieties have considerable demand in the market. Commercial rice growers and sma
rice farmers have already created a niche market among local consumers for the se indigenous tradit
The goal of this research is to ascertain the determinants of consumer buying behaviour for tradition
Colombo. It was based on a market survey of 122 respondents using interviewer administered ques
The majority of the respondents consume traditional rice, that is 70%. From the analysis the variables
the purchasing behaviour are the marital status, gender, age, ethnicity, and net household income p
52.3% of the respondents selected Suw andal as most preferred traditional rice variety and Kurulu
Kaluheenati being preferred to second and third place respectively. The results also indicated that the
in price (Friedman rank mean = 5.25) is more crucial to motivate consumer s’ choice, and more availa
local market, and incremental of consumer’s income determined consumer preference for traditional
ranked 5.07 and 4.52
