The German Gesellshaft für Internationale Zusammenarbeit (GIZ) assigned Savica to implement qualitative consumer-focused social market research under the “Better Rice Initiative Asia (BRIA)” project. The objectives of the study were to understand consumers’ willingness to pay for the health benefits of the added value product (fortified rice), consumer profile (particularly their attitudes towards and habits related to rice consumption) as well as the acceptability of the product. In-depth interviews and FGDs were held with consumers and rice sellers in one urban and one rural area in East Java. The study found that consumers were interested in buying fortified rice for its added health benefits, but that other factors also play a crucial role in rice choice: affordability, availability, visual aspects and taste.
The findings and recommendations from this study informed GIZ for their future activities.