Consumer perception and its influence on rice purchasing decisions in Tarapoto
DOI:
https://doi.org/10.51252/race.v4i2.1008Keywords:
Purchase decision, purchase choice, maximum likelihood, multinomial logit model, rice varietyAbstract
The present research analyzes the factors involved in the purchase and consumption of rice from the consumer's perception, as well as the situations encompassing the commercialization process. Therefore, the general objective is to analyze the influence of consumer perception on the decision to purchase rice, according to the variety available in Tarapoto. This research is quantitative in nature, with a non-experimental design, applying a hypothetical-deductive method at an explanatory level. A survey was conducted with 401 housewives, allowing the identification of indicators for the variables under study. The results showed that the Ferón rice variety is highly preferred, followed by the Capirona variety as the second, third, and fourth choice. These preferences are influenced by perceived quality, emotional response, monetary price, non-monetary sacrifices, reputation, and the consumer’s socioeconomic factors.
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Copyright (c) 2025 Nelson García-Garay, Maria Eulalia Fuertes-Arroyo
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