Title:
Consumer Preferences and Market-driven Breeding Strategies for New Rice Varieties: A Case Study in an Giang Province, Vietnam

Authors:
Ho Bach Nhat, Tran Van Hieu, Viet Nam

Abstract:

As the rice sector in the Mekong Delta shifts its focus from quantity to quality, understanding the nuances of consumer demand is critical for developing value-added varieties. This study analyzes consumption habits and identifies key sensory traits required for market-driven breeding programs. Data were collected from 91 households in An Giang province in 2025 using a structured questionnaire. Statistical methods, including Chi-square tests, ANOVA, and Multivariate Logistic Regression, were employed to decipher market signals. The results reveal a distinct "Satisfaction Paradox": while 93.4% of consumers are satisfied with incumbent varieties (e.g., Dai Thom 8, ST25), 71.4% explicitly demand varietal improvements, indicating a state of "positive saturation". Regression analysis confirms that high-yield aromatic rice has become a standard expectation, whereas "Specialty Rice" consumption is the sole determinant of maximum satisfaction (Beta=0.92). Furthermore, a significant "Health Gap" was identified: 20.9% of consumers desire Low Glycemic Index (Low-GI) rice, yet only 3.3% use it due to palatability barriers. Consequently, the study proposes a breeding strategy prioritizing three objectives: (1) Visual appeal (translucent white grain) as the mandatory prerequisite for market entry; (2) Sensory fusion, integrating Low-GI traits into a soft, aromatic background to resolve the health-texture trade-off; and (3) Quality consistency to address consumer pain points. These findings serve as empirical inputs for biotechnologists to optimize breeding objectives aligned with modern market demand.

DOI: http://dx.doi.org/10.51505/ijaemr.2026.11403