WHO CONSUMES MORE BROKEN RICE GRAIN? EVIDENCE FROM RURAL AND URBAN CONSUMERS

Abstract

The present study, in response to rising food prices, was conceived to find quantitative differences, particularly in broken rice consumption concerning the consumers' geographic (urban/rural) location. Four districts, namely Faisalabad, Sheikhupura, Kasur, and Toba Tek Singh were selected as a case study from central Punjab. Cross- sectional data collected randomly from 250 consumers of broken rice (100 from Faisalabad and 50 from each of the remaining districts with equal proportion of rural and urban households) was used to run a descriptive and non-parametric test of Mann-Whitney U-Test, an alternative test to student t-test. Descriptive statistics show that the average monthly income of the households was Rs. 73251, with an average monthly income of Rs. 63911 and Rs. 82667 for rural and urban households, respectively. The overall total rice consumption per household (11.2 Kg/month) comprised almost half (51%) of broken rice (5.71 Kg/month). Total rice consumption was comparatively more in urban households despite a non-significant difference. The Mann-Whitney U-test finds a highly significant difference in the consumption of broken rice for rural and urban households. The test further clarifies that rural consumers consumed more broken rice (6.38 Kg/month) than urban households (5.04 Kg/month). Comparatively, more consumption of whole rice in urban settings and broken rice in rural areas seem in line with their respective higher and lower income levels. As these research findings have important policy implications for ensuring household food security, there is a need to further validate findings for appropriate national-level policy using large country level data sets. Keeping in view the role of rice similar to wheat flour in reducing food insecurity, studies finding the relationships between household income and consumption of rice, including locally called pona, adware, tota, or mix type categories of broken rice, are suggested to deeply understand the consumer preferences for broken rice market in the country.