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i
DECLARATION
Title of Thesis:
I confirm that:
(1). this work was done wholly or mainly while in candidature for a research degree at
this University; (2). Where any part of this thesis has previously been submitted for a
degree or any other qualification at this University or any other institution, this has
been clearly stated; (3). Where I have consulted the published work of others, this is
always clearly attributed; (4). Where I have quoted from the work of others, the
source is always given. With the exception of such quotations, this thesis is entirely
my own work; (5). I have acknowledged all main sources of help; (6). Where the
thesis is based on work done by myself jointly with others, I have made clear exactly
what was done by others and what I have contributed myself; (7). Either none of this
work has been published before submission.
Supervisor’s Recommendation:
This is to certify that this thesis has been prepared by K.A.K.D.P.Karunarathna under
my supervision.
ii
ABSTRACT
Traditional rice varieties are one of valuable component of the biodiversity of Sri
Lanka and it’s with very important medicinal and nutritional properties. Which can
contribute to development of healthy society.
Due to the market failure there are several arbitrary values for the traditional rice
varieties and those prices change very quickly on the market. Hence, due to the
arbitrary price, traditional rice varieties may not be a preferred option for consumers
in country, which in turn threatens the demand of traditional rice varieties in Sri
Lanka.
This study aims to estimate the uniform prices for selected traditional rice varieties in
order to their unique medicinal and nutritional properties.
The researcher carried out a contingent valuation study to estimate consumer
willingness to pay for selected traditional rice varieties for establishment of
reasonable, uniform price within Sri Lanka market. The study interviewed 390 super
market consumers at Gampaha district, using self- structured questionnaire. There
were five selected traditional rice varieties with their unique properties. There are
Suwandel, Pachcaperumal, Kuruluthuda, Kalu Heenati and Madathawalu.
The reasonable, uniform price calculated as Willingness to pay. The willingness to
pay calculated for establishment of reasonable, uniform price under above five
selected traditional rice varieties. The willingness to pay per household are SLR. 346,
SLR. 237, SLR. 234, SLR. 261 and SLR. 296 for each traditional rice variety
respectively. The finding of the study shows that majority of people are willing to pay
traditional rice varieties for their medicinal and nutritional properties. The estimated
WTP can be used for increase the demand of traditional rice varieties and to be a
preferred option for consumers in county and also enrich the farmers wealthy.
iii
ACKNOWLEDGEMENT
First of all I wish to convey my gratitude to Prof. R.M.W Rathnayake, senior lecturer
of the Faculty of Management Studies who oriented me towards the real direction by
correcting my faults and improving abilities in completing this report as my academic
supervisor. And also sincere gratitude goes to Head and all the lecturers of the
Department of Tourism Management for numerous support and guidance rendered for
me in completion of this research study.
I wish to express great attitude to all managers, all the staffs of selected super markets
at Gampaha district and the respondents, who spared their time generously, and took
the trouble of answering a detail questionnaire and helped me to complete my study.
As well as, I want to render my special thanks to Ayurvedic doctor Jagath Rajapaksha
who provided information about medicinal and nutritional qualities of traditional rice
varieties and my teacher Sampath Roshan for greatest assistance and dedicated
support for completing this thesis.
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TABLE OF CONTENT
DECLARATION ...........................................................................................................ii
ABSTRACT..................................................................................................................iii
ACKNOWLEDGEMENT ............................................................................................ iv
INTRODUCTION ......................................................................................................... 1
1.1.3 Medicinal and Nutritional values of the Traditional rice varieties ................ 4
v
LITREATURE REVIEW ............................................................................................ 22
2.1.1 Nutritional and Medicinal values of the Traditional rice varieties .............. 24
2.1.4 Diversity of Cooking and Eating Quality of Traditional rice varieties ....... 30
2.3.2 Empirical Studies on Willingness to pay for Organic Food Products ......... 34
2.3.5 Empirical Studies on Willingness to pay for River Network Protection ..... 36
3.3.6. Developing Five Scenarios for Selected Traditional rice Varieties ........... 43
CHAPTER FOUR........................................................................................................ 50
CHAPTER FOUR........................................................................................................ 81
5.1 Conclusion.......................................................................................................... 82
REFERENCES ............................................................................................................ 84
APPENDICES ............................................................................................................. 88
vii
Appendix G: Results of data analysis .................................................................... 104
LIST OF TABLE
viii
LIST OF FIGURES
LIST OF MAP
LIST OF ABBRIVATIONS
x
CHAPTER ONE
INTRODUCTION
Chapter one elaborates the overall framework of the study. This contains background
of the study, problem statement, research problems, research objectives, significance
of the study, limitations of the study and chapter organization.
Among the rice varieties of Sri Lanka, traditional rice varieties take a major place. As
Sri Lanka is a rich source of bio-diversity, country holds many traditional varieties
with favorable qualities. Traditional rice varieties are one of important component of
the biodiversity of Sri Lanka. The Scientific classification of Sri Lankan traditional
rice varieties as follows.
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Table 1.1: Scientific classification of traditional rice varieties
Kingdom: Plantae
Family: Poaceae
Genus: Oryza
Species: Oryza sativa
Binomial Name: L. Oryza sativa
Source: Wikipedia
In ancient times, long before the introduction to inherent, there was over four hundred
different traditional varieties of rice grown all over Sri Lanka, each with different
nutrient values and cooking and eating characteristics (Abeysekera W. , et al., 2008).
Majority of the traditional rice varieties of Sri Lanka contains a red pericarp. Even
though there were a few "samba" varieties of a white pericarp, they were not
cultivated as widely as those with red pericarp.
A very rare variety of red rice that was the staple diet of both
Gonabaru –
peasants and kings in ancient times
If there have been quite four hundred types of traditional rice varieties, at this time
only a few strains of rice is widely grown and the majority of them are fertilizer
dependent hybrids. Though traditional rice varieties give low productivity, farmers
cultivate some selected varieties due to their special characteristics. Out of them
nowadays some varieties are more popular among farmers and consumers such as
Suwandel, Heenati, and Pachchaperumal, Kuruluthuda, Madathwalu etc.
But the following types are the most popular cultivations in Sri Lanka nowadays;
2
Samba
Keeri Samba
Red Nadu
Red Samba
Nadu Rice
However Traditional rice varieties are differing from the other new rice varieties of
Sri Lanka due to the nutritional and medicinal properties of the Sri Lankan Traditional
rice varieties. Developing the traditional rice varieties farming sector and ensuring
that it makes a significant contribution to the rice consumption of Sri Lanka is a
necessity today.
Most of the Sri Lankans life style purely based on agriculture, in order to the
“Mahawanshaya” and some folklore. The Sri Lankan farmers were cultivating rice
and their quality of more, during the period of king Paduwasdeva (504-474 BC).
During king Dutugamunu (161-137 BC) who has given massive contribution to the
rice cultivation is remarkable.
According to the Withanawasam (2017) the golden era of traditional rice cultivation
was the period of the great king Parakramabahu (1153-1186 AC). During his period
Sri Lanka is well known by “Peradiga danyagaraya” (Granary of the East). An ancient
book “Poojawaliya” written in 13th century reported on some traditional rice varieties
Rathel, Heenati and Maa wee and about respective nutritional and medicinal
properties. Famous Buddhist texts “Saddharmalankaraya” describes the merits of alms
offered with rice prepared from such traditional paddy varieties. Robert Nox reported
on his book “Eda heladiva” in 1680, some rice cultivars like Maa wee, Hathiel,
3
Honderawalu, Heenati and Alpankal have been grown in puddle muddy paddy fields
and Goda wee has been cultivated as upland chena cultivation. These rice varieties are
from organic seeds and are cultivated in accordance with organic guidelines. The
fields are ploughed and threshed by using buffalo. The uses of mechanical tools such
as tractors are forbidden, as this would cause the soil to compact.
With the European colonization of Sri Lanka during the 16th and 18th centuries, more
emphasis was given to other plantation crops like rubber, tea and coconut. In the 20th
century, however, rice was once again given attention. With an increase in the
country’s population, a new series of rice varieties, called “the H series”, was
introduced in the 1950s. Fertilizers were also introduced at this time to increase
harvest yield. As a result, the average yield of rice increased from 065 metric
ton/hectares (mt/ha) to 1.73 mt/has in 1950. By the 1980, 90% of the farmland in Sri
Lanka was being used to cultivate the “semi-dwarf” (newly improved) rice varieties.
Unfortunately, many of the new rice varieties of Sri Lanka contained lower
concentrations of glutamic acid, vitamins, and fiber and a higher glycemic index than
the traditional rice varieties. While the new rice varieties were being produced in
greater quantities, it was not as nutritious as the traditional rice that had once
sustained the Sri Lankan people.
4
diabetes and cholesterol. And traditional rice varieties contain high nutritive value. It
is believed to improve the immune system of the human body and prevent many
physical disorders from the nutritional qualities of the traditional rice varieties.
Different historical records reveal that traditional rice varieties were revered for their
nutritional and medicinal properties. The main feature of these rice varieties are their
medicinal values and the major important of these rice varieties are due to its
medicinal and nutritional values. Sri Lankan traditional rice varieties are highly
recommended for the prevention of non-contagious disease like cancers, diabetics,
cholesterols, high blood pressure, heart attacks, kidney diseases, gastritis, asthma and
paralysis etc.
In the Ayurvedic texts, different medicinal applications of these different rice varieties
have been described. According to indigenous medicinal records traditional doctors
use these varieties for preparing various formulations of herbal medicines. In addition
some of these rice varieties showed good grain quality attributes also.
Generally house wives of farmers and indigenous doctors use these rice varieties to
prepare “Peyawa” a medical drink, gruel prepare from rice either without adding
anything else ("Lunu Kenda) or with the addition of juices from various flora and
coconut milk ("Kola Kenda").
Following paragraphs described each and every nutritional and medicinal values of
some traditional rice varieties in Sri Lanka.
Suwandel
Figure 1.1 : Suwandel rice
Suwandel is delicious white rice with a pleasant aroma. Suwandel rice is ranked at the
top in the rice world market. Only few Suwandel rice varieties are available in Sri
Lanka although demand for this trait is increasing worldwide. It’s translated name
evident the fragrant nature. It knowns as a “Miracle Rice”. Cooked Suwandel rice
appearance and taste are higher than most of the other traditional varieties. Especially
5
due to milky taste of cooked rice this is good source for festival occasions and
ceremonies within Sri Lankans.
Rath suwendel
This is popular traditional rice variety with medium red color grain. The plant is
resistant to blast disease and is recommended to cultivate in both Dry and Wet zones.
The grain contains high amount of protein and zinc. In addition indigenous doctors
used this variety for treating diabetes and oxidative stress. Especially this is suitable
for making aromatic milk rice.
Rath el
Rath el produces small size grains with white color pericarp. This is suitable to
control cirrhosis, virus fever, skin rashes, diseases in urinary path way and prevent
formation of stones in the urinary system. In addition this is recommended for patients
6
who are suffering fever and diabetes. Cooked rice may have dull color but it is
slightly tasty and sticky.
Heenati
Heenati is a large group of traditional rice varieties in Sri Lanka with the meaning of
thin grains. There are number of Heenati varieties such as Heenati, Kalu heenati,
Rathu heenati, Sudu heenati, Nandu heenati, Nandu wedha heenati, Dik heenati, Podi
heenati, Beheth heenati, Maha heenati, Mada heenati, Bada heenati, Thawalu heenati,
Gam heenati, Mathale heenati, Mathara heenati, Wanni heenati etc.
Those different Heenati varieties were identified to cultivate in different climatic
zones and seasons such as, soil conditions, water supply and drainage levels, etc.
Madathawalu is also one of the Heenati variety and which grows in the Central
province of the country.
Since ancient time heenati rice varieties have been used for the medicinal purpose,
because it contains high quality nutrients. It is rich in minerals and micro nutrients
including high iron and zinc content. Due to nutritional values of heenati rice
varieties, that is recommended for daily consumption and lactating mothers. This
variety is very important as a medicine.
Heenati rice varieties contain a good quality that able to eliminate any kind of toxic
from the human body and it’s with cancer killing features. It enhances immunity,
physical strength and male sexual potency. High amount of fiber content helps to
regulate the bowel movement and constipation of the human body.
Kalu Heenati
7
The meaning of Kalu Heenati is that the "black and fine striped of the grain". Neither
this is suitable for puddle muddy paddy lands nor for the iron toxic paddy fields. As
the nutritional values, Kalu Heenati rice consists of 75% carbohydrate, 8.5% crude
protein, 3% crude fat, 0.8% crude fiber and rich in micro nutrients and Vitamin B.
Porridge made from Kalu heenati rice is highly recommended for hepatitis patients.
Gruel of Kalu heenati is able to control the toxic effects of snake bites. In ancient time
Kalu Heenati was a source for treating various ailments, especially for diarrhea,
diabetes and cholesterol.
Beheth Heenati
This variety is mostly recommended for muddy puddle soil while in the sandy soil the
growth would be reduced. During growing season this is resistant to blast disease.
Congee is provided as medicine for removing snake toxins and for diabetes patients.
Sudu Heenati
Though the name implies the white rice normally it produces red bold grains along
with light straw colored hull. This can be grown in all parts of the island including
under heavy rains and iron toxic conditions. Plant is well resistant for blast disease.
Sudu heenati can be cultivated well in organic condition. Taste of the cooked rice is
slightly sticky but tasty.
Rathu heenati
Cooked Rathu heenati rice is slightly sticky but tasty. Grain of Rathu heenati is rich in
iron zinc and natural antioxidants. In addition to that, it contains more fats. It is highly
recommended for expecting mothers as well as the first meal of infants. It can be used
to treat some disease like hepatitis and diarrhea.
Madathawalu
Figure 1.3 : Madathawalu rice
8
The list of benefits offered by indigenous “Madathawalu” rice is endless, which has
known to play role in developing human body, boosting the immune system and
preventing various illnesses such as diabetes.
It can be cultivated in all districts in the island. Especially this variety is
recommended to acidic soils. It is recommended for both organic and general rice
cultivation. Protein, minerals and fat content in grain are comparatively higher than
most of varieties. It is rich in protein, fat and digestible enzyme and it facilitate to
easy digestion of nutrients. In addition it has large amount of fat, iron, zinc, vitamins
and minerals. This variety is able to remove toxic components especially some cancer
agents from the human body. This variety can clean the blood circulation system and
promote the activity of sweating glands. It strengthens the immune system and
suitable to feed infants and lactating mothers. Medicinally it is important treat
diabetes and oxidative stress. This is one of the best varieties for organic rice farming
because it might give good yields.
Pachchaperumal
Figure 1.4 : Pachchaperumal rice
9
quality of the product. It is therefore possible that individual values may sometimes be
higher or lower than those indicated above.
Pachchperumal is one of highly nuetriouse red rice variety. 100g of Pachchperumal
rice contains 1320kj energy, 6g protein, 66g carbohydrates, 2.5g fat, 10g dietary fibre
and 1.06g sodium. In order to that it contains more proteins, vitamins and micro
nutrients, and is recommended for daily consumption. The grain is rich in anti-oxidant
agents and as the especial characteristics of the Pachcheperumal it contains high
vitamin B content, high (dietary) fibre content and Low glycaemic index.
This is good for patients who are suffering from diseases like diabetes and
cardiovascular, especially for the patients with high blood pressure. It can control the
activity of nephrons and make proper function of excretory system. Some enzymes
and hormones are producing for development of red blood cells. It helps to increase
the production of insulin and reduce the production of thyroxin in the body. More
nutrias gruel or congee can be produced by blending of this variety with some other
rice varieties.
Batapola el
Especially Batapola el is resistant to blast disease. It is very effective for the enzyme
processes of the liver. It’s able to kill the toxics in the human body and Batapola el
recommended for the diabetics and cancers patients. Farmers who are in wet zone
prefer to cultivate this variety in their paddy fields.
Maa-Vee
Ma-vee is a reddish brown rice variety with its unique texture, includes with low in
carbohydrates and riches in protein and fiber. It has been recommended for
tuberculosis patients and to be effective remedies and to be effective remedies for
10
parging, constipation and hemorrhoids. This is kind of rice which mostly used in
religious ceremonies in Sri Lanka.
All Maa-Vee varieties are rich in high nutritional and medicinal value. In addition it
has comparatively high iron and zinc content. Intake of cooked rice help to cools the
body and to maintain the body shape. It is able to reduce the obesity and the body
weight. Especially it is a good remedy for patients with cardio vascular diseases,
tuberculosis and diabetes. Cooked rice has low Glycemic Index (GI) value ranged
from 25-30%. "Baala Maa Wee" was a four-month variety which was popular in the
Rathnapura district and widely used in the treatments for gangrene, jaundice and
obesity. It helps to cool the body. In addition it is recommended to lactating mothers.
Before cooking, it is better to keep rice in water for some time. This is culturally
important because seeds are used to store in initial brick of Buddhist sthupa and new
buildings.
Masuran
Farmers believed that the name was derived based on the medicinal importance of the
variety. At the maturity period leaves become droopy hence it reduces the weed
growth. The variety is highly recommended to cultivate in Wet zone and resistant to
blast disease.
Kuruluthuda
Kuruluthuda is tasty and nutritious red rice. It is highly nourishes and it contains high
protein, fiber and necessary fatty acids. Cooked rice is comparatively tasty for eating.
It is a nutrious, traditional red rice variety which enriches with proteins, fiber and
necessary fatty acids. It can be amounted as 360.1Kcal energy (Kcal/100g), 83.4%
carbohydrate, 0.9% fat, 6.7% protein, 0.4% fiber, 0.2g calcium (g/100g), 248mg
phosphorous (mg/100g), 55.2mg iron (mg/kg), 21.7mg zinc (mg/kg), 98.3mg copper
(mg/kg) from the test done by Industrial Technology Institute of Sri Lanka.
11
It contained with unique and pleasant taste. Kuruluthuda highly contained with
proteins and most preferable for diabetic and high blood pressure patients.
The bran of the kuruluthuda rice prevents elimination of the calcium in the
cartilaginous of the body. When we eat kuruluthuda rice, it settles in the bone
marrows of the blood circulatory system and it helps to enhance the immune
generation ability of the bone marrows of the human body. From this whole process
the kuruluthuda rice contributes to enhance the iron content of the human blood.
Cooked rice is comparatively tasty for eating. It improves bladder function and
enhances male sexual potency. It provides comparatively high energy. It is
recommended for consumption of person having high cholesterol in the blood.
Deveraddari
This is highly suitable for rice fields affected by flash floods and muddy soils.
Therefore this is popular in Galle, Matara, Kalutara and Rathnapura districts. It is
highly resistant to rice blast disease. The grain has high amount of zinc. It is able to
improve the immune system of the human body.
Gonabaru
Four months aged rice variety with medium size grain with red pericarp. It is
recommended to cultivate in both Wet and Dry zone. The plant architecture seems to
be bushy with drooping leaves at vegetative stage which is suitable for controlling
weeds. Cooked rice is non sticky and slightly tasty. Especially it is used for preparing
“Habala pethi”. It has high nutritional and medicinal value. It is rich source in zinc.
Gonabaru is a good source for treating diabetes and oxidative stress. Especially this is
able to develop immunity of the human body.
Pokkali
12
proven that it is able to use as medicine to treat oxidative stress. In addition,
indigenous doctors believe that it has antibacterial effect.
Traditional rice varieties that are known for many positive health impacts are mostly
used in organic farming. Some such varieties contain a low glycemic index, suitable
for diabetic patients, some for people with cholesterol, while some help ease of the
effects of chemotherapy for cancer patients. The farmers who have been cultivating
and consuming traditional rice for years have, always been aware of these health
benefits, and the researchers of Industrial Technology Institute (ITI) of Sri Lanka now
have scientific evidence of these benefits.
In addition, the application of organic manure prevents toxic material from being
absorbed fertilizer; especially Triple Super Phosphate (TSP) has the probability of
releasing heavy metal to the soil, which can be absorbed by the plant or being washed
into the water streams polluting the surface as well as ground water. Therefore, the
rice varieties as well as the way it’s cultivated defines the good quality of the
traditional rice varieties. For the cultivation, most of the farmers use only compost
like fertilizers.
Among the EGSs produced through the Traditional rice varieties farming systems the
major ones are soil quality improvements, reduction of water pollution and improving
the biodiversity. On average, an organic farming system can change all these factors
to the positive side by 5-10%. Therefore, contributions of organic rice farming to the
13
environment are significant and important. Due to the organic farming traditional rice
varieties are a one of better quality environmental friendly product.
In addition many farmers cultivate traditional rice varieties for their own
consumption, while only a portion of rice is sent to urban markets. This too targets a
selected segment of consumers, mostly the upper middle income and high income
groups. While many argue that the slow growth of the sector is due to the difficulties
14
in production, one cannot ignore that the high price of organic rice has a possible
impact on the reduction in the demand for consumption of the traditional rice varieties
in Sri Lanka.
The export market for rice remains limited due to the lack of required grades and
standards and also due to the low demand for indigenous rice varieties. A majority of
exports are sent across to UAE and Canada, which have large Sri Lankan expatriate
populations.
However, traditional rice is gradually making a comeback; this is due to huge global
demand for organic food, taste of the traditional flavors and awareness of their healthy
qualities. Nowadays, people tend to be more health conscious and more interested on
nutritional quality of foods. It makes a reason for the increasing awareness of the
traditional rice varieties is Sri Lanka. Most of them consume traditional rice varieties
to prevent from non-contagious diseases like diabetes, Cancers, Cholesterol, high
blood pressure etc.
When considering about the current prices of traditional rice varieties, there are huge
difference in between price of normal rice varieties and the traditional rice varieties.
There are high prices for the traditional rice varieties than the normal rice varieties.
However there are several arbitrary values for the traditional rice base on the different
producers and the shops. And those prices change very quickly on the market.
Following figures represent the current prices of some traditional rice varieties in the
present market.
Market prices of the Suwandel rice (1kg) Rs.150, Rs.176, Rs.285, Rs.320
15
Market price of the Kalu heenati rice (1kg) Rs.165, Rs.280, Rs.310
And there are huge price differences between normal rice varieties and traditional rice
varieties in the Sri Lankan rice market. If these rice varieties are more expensive than
the other normal rice varieties, there is a demand for the traditional rice varieties
because of nutritional medicinal benefits. Consumers purchase traditional rice
varieties mainly because they want a healthy and safe product.
Due to the market failure there are arbitrary values of the traditional rice varieties.
Market failure happens when the price mechanism fails to allocate scarce resources
efficiently or when the operation of market forces lead to a net social welfare loss.
Hence, due to the arbitrary price, traditional rice varieties may not be a preferred
option for consumers in country, which in turn threatens the demand for traditional
rice varieties in Sri Lanka.
If there is a controlled price for the normal rice, traditional rice does not have a
controlled price. Samba (1kg) – Rs.77, White Nadu (1kg) – Rs.68, Red Nadu (1kg) –
Rs.66 and Sudu Kakulu (1kg) – Rs.65 as priced according to the controlled price for
rice in 2017.
16
Not only that, but also different shops charge different prices and different producers
provide different prices for each traditional rice varieties in Sri Lanka.
Market price of the Suwandel rice (1kg) in Cargills Food City is Rs.285
Market price of the Suwandel rice (1kg) in Arpico Super Center is Rs.176
Market price of the Kalu heenati rice (1kg) in Nihal Supper is Rs.280
Market price of the Kalu heenati rice (1kg) in Cargills Food City is Rs.310
Market price of the Kalu heenati rice (1kg) in Agricultural centers is Rs.165
Market price of the Pachchaperumal rice (1kg) in Cargills Food City is Rs.265
Market price of the Madathawalu rice (1kg) in Cargills Food City is Rs.300
Market price of the Madathawalu rice (1kg) in Nihal Supper City is Rs.165
Market price of the Kuruluthuda rice (1kg) in Cargills Food City is Rs.240
17
Those prices do not make reasonable values for the each type of medicinal and
nutritional values of the traditional rice varieties due to some issues around the price
determination of the traditional rice varieties. Therefore, it is important to explore
what is viewed as reasonable or is the acceptable level of price increment of
traditional rice varieties that do not deter consumers from buying the product when
making a purchasing decision.
This study aims at estimating uniform prices for each selected traditional rice varieties
according to their medicinal and nutritional values. So this research is going to
estimate how much would like to spend on each type of traditional rice varieties of Sri
Lanka based on consumers’ willingness. Therefore the study was selected as,
“Estimating the demand for selected Traditional rice varieties in Gampaha district, Sri
Lanka”
18
to buy traditional rice varieties because of high arbitrary prices. This facilitates
for consumer to buy traditional rice varieties from any shops, due to the
assigned uniform prices.
To the Farmers
Farmers will encourage cultivating the traditional rice varieties in Sri Lanka as
the high demand of the traditional rice varieties. And they can reduce their
production cost while using organic farming system.
To the Society
Traditional rice varieties are most important organic food for the Sri Lankans.
Because of that contains high nutritional and medicinal values. This research
provides knowledge to the society about each type of healing power and
estimating uniform prices for selected traditional rice varieties. Nowadays lots
of people are suffering from deceases like diabetes, cholesterol, high blood
pressure etc. So this may contribute to build healthy and quality workforce for
Sri Lanka. And this research will contribute to motivate the consumption of
environmental friendly product.
To the Government
This research is significant for the government authorities, because this
research aims at finding consumer’s willingness to pay for the selected
traditional rice varieties, which are most famous in the present market. Then
government can take an action for establishing uniform prices for each
traditional rice variety that is matching with each type of nutritional and
19
medicinal values and contributes to the environmental friendly products of Sri
Lanka.
To the Students
This research is significant for the students who are learning about the
environmental economic concepts like willingness to pay.
This research would be a helpful material for the future researchers and the
readers who are interested in this field of research. The questionnaire will be
support for the future researchers.
The researcher uses a questionnaire to collect primary data from the consumers. The
concepts such as perceptions, ideas and opinions, those are highly subjective factors
and differ from one person to another.
The research is going through limited time period. Therefore time is huge barrier for
the entire research. Questionnaire surveys occur to the low response rate. Low
response is cursing of statistical analysis.
Written questionnaire surveys are simply not suited for some people like poorly
educated people. Survey research needs good deal of knowledge on the part of the
researcher. In a questionnaire survey, cannot ensure truthfulness of the respondents’
responses.
20
1.7 Chapter Organization
21
This chapter is reserved for explaining about the methodology of this study. Further, it
includes more information about the population, sample, analysis method, data
presentation methods and about the data analyzing tool.
CHAPTER TWO
LITREATURE REVIEW
22
The aim of this study is to estimate the demand for the selected traditional rice
varieties in Gampaha district, Sri Lanka. In the first section, the traditional rice
varieties of Sri Lanka and their nutritional and medicinal properties will be discussed.
The second section will provide some empirical studies about nutritional and
medicinal properties of traditional rice varieties and methods used for valuing the
demand for the selected traditional rice varieties as expressed in the reviewed
literature.
Rice is the staple food in Sri Lanka and there are over 300 different traditional rice
varieties (Abeysekara, Premakumara, Ratnasooriya, & Chandrasekharan). Sri Lanka
has a rich treasure of traditional rice cultivars and there are about 2000 conserved
traditional rice varieties (as cited in Priyangani, Kottearachchi, Attanayaka and
Pathinayake 2008). There were over four hundred different traditional varieties of rice
grown in the country, each with different nutrient values and cooking and eating
characteristics (Abeysekera W. , et al., 2008). According to the Kandy Agro
Horticultural and industrial exhibition in 1902, there were around 300 traditional rice
varieties (Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017)
(Appendix A). Some names of traditional varieties are modified from previously used
names i.e., Perun Nalli, Modei Karupan, Pachchei Perunal in to Periawellai,
Mottakarupan and Pachchaperumal respectively. There were many differences in the
popularity and diversity of traditional varieties over districts at present and past
(Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017) (Appendix
B). And that large number of traditional rice varieties was cultivated in the past eras
while at present it is restricted to few varieties within the same district in Sri Lanka. In
addition there was a large diversity of varieties in the Wet zone in the past while
comparatively low at present. And Most of the varieties which are cultivated at
present are able to cultivate in both Yala and Maha seasons. According to statistics
the extent of traditional rice varieties in country was 0.83% from total cultivated area
of rice (Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017). The
extent of most popular traditional rice varieties in Sri Lanka is shown in following
table.
23
Table 2.1 : Cultivated extent of most prominent Sri Lankan traditional rice varieties in
year 2013
The main feature of traditional rice varieties are their nutritional and medicinal
properties (Seneviruwan, 2010). The major important of traditional rice varieties are
due to its medicinal and nutritional values. In the Ayurvedic texts, different medicinal
applications of these different rice varieties have been described. Accordingly, the
indigenous doctors use these varieties in the preparation of many herbal medicines.
The nutritional and medicines values of some traditional rice varieties are proven by
several scientific research conducted by different research institutes of Sri Lanka
(Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017). According
to the scientific research (as cited in Resurreccion et al. 1979; Singh and Juliano 1977;
Cagampang et al. 1976) the findings of those experiments are explained by the
Withanawasam (2017) as, all most all tested traditional varieties show high amount of
protein than improved rice varieties but one of recently recommended improved rice
variety named Neeroga (At 311) shows combatively higher amount of iron content in
grains. Some of traditional varieties show comparatively higher amount of iron
content than improved rice varieties. According to the results, most of traditional
24
varieties and some improved varieties show high amount of zinc content. In addition
to that the nutritional components and some health concern properties were analyzed
by several scientists in Sri Lanka. Rice bran was screened for anti-amylase and anti
glycation activity. Experimentally proven that the anti-amylase and anti glycation
activity is important to control diabetes mellitus. Increased protein glycation and the
subsequent build-up of tissue advanced glycation endproducts (AGEs) contribute to
the pathogenesis of diabetic mellitus. Protein glycation is accompanied by generation
of free radicals through autoxidation of glucose and glycated proteins and via
interaction of AGEs with their cell surface receptors. Glycation derived free radicals
can damage proteins, lipids and nucleic acids and contribute to the oxidative stress in
diabetes. There are some compounds with anti-glycation activity as they may have
therapeutic potential in delaying or preventing the diabetic complications. It clearly
shows that Sudu heenati, Goda heenati, Dik wee and Masuran show significant effect
to reduce diabetes than other all varieties due to high level of inhibition rate of
diabetic related functions such as anti glycation and anti-amylase activities. Results
reviled that the red pericarp varieties have more inhibitory activity of amylase and
glycation. Natural anti-oxidants in rice grains are more important to react against
oxidative reactors in living cells and ultimately reduce the oxidative stress. According
to findings content of antioxidant in red pericarp grains is higher than white pericarp
grains and comparatively higher in some traditional varieties. As an overall
conclusion red pericarp rice has more nutritional and medicinal value than white
pericarp rice. According to the results some traditional varieties as well as red
pericarped improved rice varieties are medicinally and nutritionally important for
human beings (Appendix C).
All traditional rice varieties were medicinal value and rich in nutritional properties
(Seneviruwan, 2010). According to the Ayurvedic texts, for medicinal purposes, the
most widely-used rice variety was Heenati. There are several sub varieties of Heenati
and among them the Black Heenati is considered the best. For the treatment for snake
poisoning, Black Heenati was boiled with water to prepare gruel and given to the
patient. Traditional doctors added the juices of various floras to the gruel prepared
with Heenati rice, to obtain different attributes and results. In addition, for chronic
diseases such as diabetes (Madhu Meha), gruel prepared with Heenati rice was
invariably used. "Mudamahana" was another herb with unique medicinal values in the
indigenous medicine. Food prepared from such rice; cooked rice, rottior pittu, were
25
considered as a cure for diabetes. The red Heenati was used as a treatment for
Hepatitis. Black Heenati was used as a cure for various ailments, particularly in the
treatment of diarrhea. Thavulu Heenati was considered for convalescing patients who
had problems in the digesting system. The Medicinal Heenati (Beheth Heenati) was
also used in the treatment of snake bites. The nutritional value of White Heenati was
also considered as the highest. If Heenati rice were not available, rice from Dhahanala
or Polael varieties were substituted for the above treatments. "Murungakayan" was
extensively recommended for expecting mothers. Its nutritional values were
considered good for the growth of the fetus and useful for the mother at her
confinement. Pachchaperumal was also considered as a very good controller of
diabetes. All "Maa Wee" varieties were considered as very high in nutritional values,
and fat content. Rice from Maa Wee was commonly used in orthopaedic treatments.
Rice from Maa Wee was considered as a heavy diet which digests slowly. Rice
obtained from the previous season's Maa Wee paddy was believed to contain higher
nutritional values than the newer rice obtained from the most recent season's paddy.
Their rice was widely used in the treatments for gangrene and jaundice. Among the
sub-varieties of El Wee, the most popular one was Suwandel. In addition, Suwanda
Samaba and Rath Suwandel were also popular. All those varieties were used in
particular to make Milk Rice. Such rice were sweet in taste and aroma and was
believed to contain aphrodisiac properties and helpful in sweetening the voice. Rice
from all those El Wee varieties were comparatively easy to digest and contained high
nutrients and therefore were prescribed for expecting mothers and infants. At the
ceremony to mark the first rice meal of the babies (Indul Kata Gema), invariably rice
from an "El Wee" variety was used. Rice prepared by boiling the raw rice obtained
from the most recent harvest were of particular value, as it was believed to improve
the immune system of the body and prevent many ailments. A medical drink
(Peyawa) prepared from rice was used in the control of fever. It was a tradition of the
Sri Lankan villagers to consume gruel prepared from rice either without adding
anything else (Lunu Kenda) or with the addition of juices from various flora and
coconut milk (Kola Kenda) as breakfast. The use of rice from traditional paddy
varieties for this purpose enhanced their nutritional values.
Samaranayaka, Yathursan, Abeysekara and Herath (2017) studied about the
nutritional and antioxidant properties (AP), moisture, crude fat, crude protein, crude
ash, available carbohydrates, total dietary fiber (TOF) and sugar contents using
26
standard analytical techniques, while oil extracted from rice bran was studied for the
fatty acid profile using gas chromatographic technique. Antioxidant properties were
studied using ferric reducing antioxidant power (FRAP) and 2-azino-bis (3-
ethylbenzothiazoline-6-sulfonic) acid (ABTS) radical scavenging activity for the 70%
ethanolic extracts of the rice bran of the traditional red and white rice varieties of Sri
Lanka namely Kurulu Thuda, Nikanda, Heenati, MaaWee and Suwandal. As results
of their research, Suwadal had the highest TOF, Heeneti had the highest crude ash
content while Maa Wee had the highest protein and sugar contents. Both Suwadal and
Kurulu Thuda showed the highest fat content. Oleic acid was the most predominant
fatty acid in all rice bran oil types. The highest oleic and palmitic acids were observed
in Kurulu Thuda while MaaWee had the highest linoleic acid content. For AP, the
highest activities for both FRAP and ABTS radical scavenging activity was observed
for the red rice variety Kurulu Thuda while white rice variety Suwadal had the lowest.
Furthermore the study was conclude as, nutritional and AP vary significantly among
the varieties and only AP varies significantly between the red and white rice types
(Appendix D).
Abesekara, Premakumara, Chandrasekaran (2017) explored that physicochemical and
nutritional properties of twenty three traditional rice varieties in Sri Lanka. The
researcher studied about moisture, crude ash, crude protein, crude fat and total
carbohydrate content of the selected traditional rice varieties as the nutritional
properties. According to the findings Madathawalu had the highest moisture content
while Herath Banda had the lowest. Beheth Heeneti, Masuran, Dik Wee and Herath
Banda had the moisture content <11%, while Madathawalu, Pachchaperumal, Sulai
and Suduru Samba had moisture content > 12%. The rest of the rice varieties had
moisture content within 11%–12%. All the selected rice varieties had protein content
> 10%. The red rice Pachchaperumal had the highest protein content. The lowest
protein content was observed in the variety Gonabaru. Red rice varieties
Pachchaperumal (13.27% ± 0.32%) and Wanni Dahanala (13.14% ± 0.12%) and
white rice variety Suduru Samaba (13.16% ± 0.05%) had protein content > 13% and
these varieties were the highest protein-containing varieties in this study. When
studied about the crude fat content White rice varieties had significantly higher (P <
0.05) fat content than red rice varieties tested in this study. White rice variety Suduru
Samba had the highest fat content (4.12% ± 0.28%) among all the rice varieties
studied. Kattamanjal (3.25% ± 0.09%) and Rathu Heeneti (3.08% ± 0.37%) had fat
27
content > 3% and the rest of the rice varieties had fat content in the range of (2.18 ±
0.10)% to (2.97 ± 0.03)%. Red rice variety Wanni Dahanala had the highest ash
content (1.92% ± 0.05%) while white rice variety Suduru Samba had the lowest
content of crude ash. Total carbohydrate contents of selected rice varieties varied
from (81.42 ± 0.25) % to (85.66 ± 0.24) %. Red rice variety Gonabaru had the highest
total carbohydrate content while white rice variety Suduru Samba had the lowest.
Among the rice varieties tested Gonabaru (85.66% ± 0.24%), Herath Banda (85.36%
± 0.30%), Masuran (85.22% ± 0.73%) and Sulai (85.12% ± 0.09%) had total
carbohydrate content > 85%, while the rest of the rice varieties had total carbohydrate
content in the range of 81%– 84%. Among the rice varieties studied, red rice variety
Sudu Heeneti exhibited the highest total and insoluble dietary fiber contents, while
red rice variety Beheth Heeneti had the highest soluble dietary fiber contents
(Appendix E).
According to the Hela Suwaya producers, they have analyzed the nutritional qualities
in between traditional rice varieties and improved varieties as follows.
Table 2.2 : Nutritional quality comparison of the traditional rice varieties and
improved rice
Table 2.3 : Nutritional and Medicinal values comparison of Traditional rice varieties
more than improved rice varieties
29
marked antioxidant properties and consumption may play an important role in
prevention of oxidative stress associated chronic diseases.
30
kernel length of 6.82 mm was observed in At 305 and the lowest value of 3.6 mm was
observed in Suwandel. The highest surface area was reported in Devarradiri (5.54 ±
1.07 mm2) while the lowest value (2.35 ± 0.27 mm2) was reported in At 306. Bw
272-6B, Bg 358, Bg 360, Suwandel and Sudurusamba recorded high surface area to
volume ratios than others varieties. Bulk density varied from 833.9 ± 1.37 kg/m3 to
754.2 ± 0.918 kg/m3. Bold shape grains of Bg 352, Bg 358, Suwandel and Bw 267-3
had the higher bulk density than slender grains of Dikwee, Iginimitiya, Bg 94-1, At
306 and At 405. Porosity was lower in bold shape grains than in slender grains.
Minimum and highest cooking time of 15.00 ± 0.01 min and 31.00 ± 0.24 min were
recorded for At 405 and Herathbanda respectively. Slender rice varieties of Dikwee,
Iginimitiya, Bg 94-1, At 306 and At 405, showed a lower solid loss than other grains
due to their comparatively low surface area.
31
There are two ways of estimating the economic values attached to non-marketed
goods and services such as revealed preferences (Indirect method) or stated
preferences (Direct Method). The revealed preferences estimations are based on the
observed behavior of individuals in the market of a good or service related to the one
of interest (Lopez-Feldman A. , 2012). This technique can classified into travel cost
method, hedonic pricing, Production Function, Cost of illness and Replacement Cost.
Stated preference technique try to elicit information about the value of the non-
marketed good or service directly from the individual (Lopez-Feldman A. , 2012).
This technique can classified into contingent valuation and choice modelling
techniques.
This analysis explains how money values is determined by stated preference methods,
that are the most comprehensive and commonly used set of techniques. Stated
preference techniques consider asking people questions, rather sort of a market
research interview. The aim is to see how people respond to a range of choices, and
thus to establish the extent of collective willingness to pay for a particular benefit
(Pearce & Ozdemiroglu, 2002).
Stated preference is based on what people say rather than what they do, however it’s
more flexible than revealed preference and can potentially be applied in almost any
valuation context. Hypothetical or Non hypothetical payment scenarios can be defined
in great detail in order to produce conclusions about people’s willingness to pay for
either specific aspects or the entirety of goods, services or other things that are
relevant to the decision.
32
Willingness to pay dissertation as the Price Estimation scene. The Price Estimation
scene is a method to estimate willingness-to pay at an individual level based only on
each respondent’s provided information (Breidert C. , 2005).
Figure 2.1: Cost-Based versus Value-Based Pricing (as cited in Nagle and Holden,
2002).
Cost-Based Pricing
Product Cost Price Value Customers
Value-Based Pricing
Customers Value Price Cost Product
Breidert (2005) pointed out the willingness to pay concept is most accurate techinque
to establish value based pricing system than the cost based pricing (Figure 2.1).
Most studies on willingness to pay theory are based on experimental designs, such as
contingent valuation, conjoint or choice-based models (Mai, 2014). Contingent
valuation method (CVM) is an analytical tool commonly used to elicit the public’s
WTP to protect non-marketed resources, such as recreation, wildlife, and
environmental quality (Lin, Somwaru, Tuan, Huang, & Bai, 2006).
Many scholars have practiced willingness to pay for economic estimations of the
organic food products, health field, river protection networks, environment qualities
and also technical products etc.
33
controversial field of research. It is important because CV provides information about
“the (monetary) value of nature” and this can help political decision makers.
Balderjahn (2003), considered valid estimates of WTP essential for developing an
optimal pricing strategy. Such estimates can be used to forecast market response to
price changes and for modeling demand functions.
34
This research aims to estimate consumers’ willingness to pay (WTP) for organic food
products available in the Argentinean domestic market, with a view to providing some
useful insights to gain support and outline strategies for promotion of organic
production, marketing, regulation, and labelling programs of organic food products. A
Binomial Multiple Logistic Regression model is estimated with data from a food
consumption survey conducted in Buenos Aires ity, Argentina, in April 2005. The
Contingent Valuation Method was chosen in order to calculate their WTP for five
organic selected products: Regular Milk, Leafy Vegetables, Whole Wheat Flour,
Fresh Chicken and Aromatic Herbs. The empirical results reveal that consumers are
willing to pay a premium for these products and that although prices play an
important role, lack of store availability and of a reliable regulatory system to mitigate
quality risks constraint consumption of organic products in this country. Among the
different methodological alternatives to assess consumers WTP, the Contingent
Valuation (CV) approach was chosen for their research even though CV is primarily
used for the monetary evaluation of consumers’ preferences for nonmarket goods.
According to them, CV tends to quantify the value consumers assign to products by
facing a hypothetical purchasing situation in which they have to answer how much
money they would be willing to pay for a given product, or if they would be willing to
pay a certain price premium.
35
in monetary terms. To estimate how much consumers are willing to pay for the
selected attributes, they were used a modified choice-based experimental design with
manipulation of the key constructs.
The researcher revealed that, ‘Recyclable Packaging’ has the strongest influence on
the purchase decision, although this attribute generates the least additional value.
The aggregated result shows that although consumers are willing to pay more for the
product with ethical attributes than the one that is without, still around a half of them
are not willing to pay more. In terms of demographics, the results show no significant
differences between the two genders or different age groups in their willingness to
pay for ethical attributes. As might be expected, willingness to pay was correlated
with the level of consciousness of the ethical attributes.
Birdir1, Unal, Birdir2 and Williams (2013) have applied willingness to pay for
economic valuation of the Turkish beaches of Kizkalesi, Yemiskumu and Susanoglu
near Mersin. This study resulted from using data from 402 respondents at the beach.
Of the respondents 92% expressed a WTP to see the beaches improved through
tackling issues of washed up litter and man-made debris, provision of more social
activities and to maintain the quality of the beach. The mean values to pay a
reasonable charge were €2.33 for Kizkalesi, €2.22 for Yemiskumu and €1.77 for
Susanoglu beach per adult beach visit. Fixed price per visit followed by voluntary box
and through local taxes were the preferred mode of payment. It is suggested these
findings have value for local governments for efficient beach management.
37
Interesting facts are currently being discovered about willingness to pay, such as that
men are more willing to pay than women, or that there is no willingness to pay for
long term medical care, such as was found in the investigation in Catalonia.
38
CHAPTER THREE
METHODOLOGY OF STUDY
The methodology chapter is the most important part in a research which directs all the
activities toward to accomplish the research objectives. And also this is most
important to this study because the techniques discussed in this chapter guided the
researcher in the collection and analysis of the actual data. This section begins with
the explanation of the research approach, research design and time frame of the study.
Further, this chapter is an output of the previous chapters and input to the next chapter
on data presentation and analysis.
Gampaha District's population was 2,294,641 in 2012. The majority of the population
are Sinhalese, with a minority Sri Lankan Moor and Sri Lankan Tamil population.
40
3.2 Research Approach
Research approaches can be deductive reasoning or inductive reasoning. Deductive
reasoning works from the more general to the more specific. Ultimate purpose of this
approach is to be able to test the hypothesis or research questions with specific data
and confirmation them. Inductive reasoning is moving from the specific observations
to broader generalizations and theories. According to this study, the research approach
is deductive approach because this research going through generalizes theory to
confirmation.
Qualitative analysis is employed to gain an understanding of underlying reasons,
opinions and motivations. Qualitative data collection methods vary using unstructured
or semi- structured techniques. However quantitative analysis is employed to quantify
the problem by way of generating numerical data or data that can be transformed into
usable statistics. Quantitative data collection methods are much more structured than
qualitative data collection methods. Researcher used quantitative method for the
research, as a result of this study tested the previous empirical theories, research
questions and used self- administered questionnaire for data collection.
The researcher used both primary and secondary data sources for the study.
Primary Data: Primary data can be defined as the data which are collected by the
investigator for the purpose of his or her study. An investigator collects primary data
for the first time from the respondents. In this study mainly used primary data by
collecting questionnaires by interviews with the customers who are shopping at the
super markets in Gampaha district. According to the primary data was gathered by
leading with self-structured questionnaire with the customers.
41
Secondary Data: In addition to that secondary data also has been collected to ensure
assembled primary data. The researcher used secondary data as Journal articles about
nutritional and medicinal properties of traditional rice varieties and previous empirical
researches.
42
3.3.6. Developing Five Scenarios for Selected Traditional rice Varieties
Researcher considers five Scenarios for Selected Traditional rice varieties in this
study. These five scenarios address medicinal and nutritional properties of each and
every selected traditional rice varieties.
43
Figure 3.1: Environmental Valuation Techniques.
Replacement Cost
Hedonic Pricing
44
3.3.8.2 Theoretical background of Contingent Valuation (CV) Technique
The Researcher employed Contingent Valuation Technique to estimate the
Willingness to pay for selected Traditional rice varieties in Sri Lanka.
Contingent valuation method (CVM) is an analytical tool commonly used to elicit the
public’s WTP to protect non-marketed resources, such as recreation, wildlife, and
environmental quality (Lin, Somwaru, Tuan, Huang, & Bai, 2006).
45
Valuation, in which as accurate as possible a description of a resource improvement
or damage is created, and samples of individuals are asked to respond to that
improvement using open- or closed-ended valuation questions. The problem with this
approach is that it relies very heavily on the accuracy of a particular description, and
any errors in the description discovered after the fact cannot be changed (Adamowicz,
Boxall, Louviere, Swait, & Williams, 1994).
According to Pearce (2002), the basis for Contingent valuation is non- consumptive
values cannot be estimated by observed consumption and the main use is to estimate
non-consumptive value of environmental attributes or goods. And also it requires
survey based date collection of the analysis.
46
In this study, following are the explanatory variable:
Each individual is offered a single bid value (ti) and is expected to answer yes or no.
Donate yi = 0 if the individual answers no and yi = 1 if the answer is yes and it is a
previously determined amount (ti, that varies randomly across individuals).
It is expected that the individual can answer ‘yes’ when his/her WTP is greater than
the suggested amount ti, (i.e. WTPi >ti). If so, the probability of observing a positive
response (yi = 1) provides the values of the explanatory variables designated by,
Researchers normally use probit model once the dependent variable is binary (as cited
in Capps and Cramer, 1985; Bishop and Heberlein, 1979; Seller, Stoll, and Chavas,
1985). In this study, the end result is binary and researcher applies the probit model
for data analysis. Hence, researcher assumes that the error term ui has a normal
distribution N (0, σ2).
Where:
Φ standard cumulative normal distribution function.
47
Note that, in Equation (4), the probit model has ti additionally to zi as explanatory
variables.
There are two ways in which one could estimate this model.
The first is to use above Equation (4) and apply maximum-likelihood
estimation solving for β and σ.
The other, which researcher use in this study, is to directly use the probit
command available in STATA statistical package. This makes it possible to
obtain the estimates of β / σ and -1/ σ. The results of the probit command are α
= β / σ (the vector of coefficients associated with each of the explanatory
variables) and δ = 1/ σ (the coefficient for the variable capturing the amount of
bid).
The WTP for individuals with certain characteristics and the WTP using the average
of explanatory variables equate as follows:
ᾱ
E (WTPǀz, β = z'[- 𝛿 ])
Where:
z' a vector with the values of interest for the explanatory variables.
Stated preference valuation techniques are complex and time consuming. Employing
a sound methodology is crucial for the credibility of results. Analysis can be exposed
to detailed and hostile scrutiny, especially if it is intended as a basis for policy
proposals, and inadequate approaches or skimpy data will be exposed. It is therefore
essential that the steps outlined in this guide are followed, to provide the firmest
possible foundation for public policy.
However, despite its wide usage, the contingent valuation has several limitations. It is
relatively costly to use, provides limited information about people's preferences and
can be prone to various biases.
48
3.5 Time Frame
Table 3.1: Time Frame for research
Activity
November
December
February
October
January
March
April
1 2 34 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3
4 4 4 4 4 4
01 Problem identification
02 Preparation of the
Proposal
03 Submission research
proposal and
presentation
04 Search for empirical
evidences
05 1st chapter preparation
and submission
06 2nd chapter
preparation and
submission
07 3rd chapter preparation
and submission
08 Data Collection
49
CHAPTER FOUR
This chapter will explain descriptive and statistical analysis of the study to
materializing established objective of the study. The descriptive analysis was done
through the data presentation by using table, pie charts, and bar charts and this
analysis based on the collected data through the questionnaire distributed among
super market consumers in Gampaha district.
50
Age Composition
9.49%
Age Group
18.97%
18-25 Years
Above 46 Years
It can be seen Figure 4.1, that the 41.28% individuals are in the age category 36-45
years and 30.26% are in the 26-35 years. 18.97% and 9.49% of the consumers are
from above 46 years and 18-25 years respectively. Finally it concludes that the most
of the respondents of the sample are in their middle age.
Gender composition
Figure 4.2 : Gender composition of the sample
Gender
29.23% Male
Female
70.77%
51
Source: Consumer Survey data, 2018
According to the Figure 4.2, the majority of the consumers are female. More
especially 29.23% of the subjects are male, while only 70.77% are female.
Figure 4.3 : Consumers who are working related in organic food or environmental
related field or not
11.03%
Yes
No
88.97%
According to the figure 4.3, 88.97% consumers from the sample are not working
related in organic field or environmental related field. Rest of the 11.03 % are
working related to the organic field or environmental related field.
Employment Composition
Figure 4.4 : Employment of the sample
52
4.10% 7.18%
7.44%
Employment
Agriculture Field
Health Field
Another Field
Housewife
33.85% Student
47.44%
Figure 4.4 demonstrates that majority of the consumers are different field employees.
That represent 47.44% from the sample and 33.85% of the consumers are housewife.
7.18%, 7.44% and 4.10% consumers from the sample are agricultural field, health
field employees and students respectively.
1.28%
Educational Level
18.97%
18.46%
Passed Grade 8
Up to O/L
Up to A/L
Degree and above
61.28%
53
The figure 4.5 shows the education level of selected super market consumers in the
Gampaha district. Here there are 18.46% of consumers are passed GCE O/L
examination and 61.28% of consumers who passed GCE A/L examination. And there
are 18.97% consumers are graduated and 1.28% of consumers are passed grade 8.
According to figure 4.5 most of the consumers are the people who passed GCE A/L
examination.
According to the figure 4.6, 52.56% consumers earn monthly income between Rs.25,
000-Rs.50, 000 in the sample. 38.21% consumers earn between Rs.50, 000- Rs.75,
54
000. Consumers who earning between Rs.75, 000- Rs.100, 000 are about 7.18% from
the sample. Finally 1.54% and 0.51% earn lower than Rs.25, 000 and more than
Rs.100, 000 respectively. Finally it concludes middle class people mostly visit the
super market in Gampaha district.
Marital State
20%
Married
Unmarried
80%
As seen figure 4.7, the majority of the respondents are married. They represent 80%
from the sample. Rest of the 20% fall into the unmarried category.
55
Survey areas of Gampaha district
35
30
No. of consumers
25
20
15
10
5
0
Survay area
As per the figure 4.8 shows, all of the consumers in sample represent equal amount
from each 13 survey areas of Gampaha district as 30 amount.
Figure 4.9 : Consumers who are knowing about Traditional rice varieties in Sri Lanka
56
7.95%
No
Yes
92.05%
As seen in the figure 4.9, 92.05% consumers are known about traditional rise varieties
in Sri Lanka. Rest of 7.95% consumers are not known about traditional rise varieties.
Finally it concludes majority of the super market consumers in Gampaha district are
known and have some aware about traditional rise varieties in Sri Lanka.
Figure 4.10 : Consumers who are knowing about Medicinal and Nutritional values of
traditional rise varieties in Sri Lanka.
57
13.33%
No
Yes
86.67%
According to figure 4.10, 86.67% consumers are known about medicinal and
nutritional values of traditional rise varieties in Sri Lanka but rest of the other 13.33%
consumers are not known about medicinal and nutritional values of traditional rise
varieties in Sri Lanka. It concludes the majority of consumers are known and aware
about medicinal and nutritional values of traditional rise varieties in Sri Lanka.
31.03% No
Yes
68.97%
According to the figure 4.11, 68.97% consumers from the sample have bought
traditional rice varieties before. Rest of the 31.03% haven’t bought traditional rice
58
varieties before. It concludes majority of the consumers have bought traditional rice
varieties before.
Medicinal purpose
30.72% 28.50%
Educational purpose
Research purpose
3.75%
35.49% Working in Organic food field
Interest
0.85%
0.68%
From the sample size 390, 269 consumers have bought traditional rice varieties before
for several purposes. Figure 4.12 represent, 35.49% consumers have bought
traditional rice varieties for the purpose of medicinal treatment. 30.72% consumers
have bought traditional rice varieties for the purpose of Interest and 28.50% for the
taste of traditional rice varieties. 3.75%, 0.85% and 0.68% for the purpose of working
in organic food field, research and education respectively. It concludes medicinal
purpose as the main purpose of the buying traditional rice varieties.
59
132
No of Consumers
59
0 1 16
From the sample size 390, 208 consumers have bought traditional rice varieties for the
purpose of medicinal treatment. In order to that figure 4.13 represents 132 consumers
have stated as quality of medicinal value of the Traditional rice varieties is good. 59
consumers have stated as quality of medicinal value of the Traditional rice varieties is
very good. 16 and one have stated as quality of medicinal value of the Traditional rice
varieties fair and poor respectively. It concludes majority of the consumers have
stated as quality of medicinal value of the Traditional rice varieties is good.
60
24%
33%
0%
38%
5%
From the sample size 390, 121 consumers have not bought traditional rice varieties
before for several reasons. Figure 4.14 represent, from 121 consumers, 38%
consumers have not bought traditional rice varieties due to no need of medicinal
requirement. 33% consumers have not bought traditional rice varieties due to high
price and 24% due to no need of organic rice. 5% and none consumers have not
bought traditional rice varieties before due to no uniform price and don’t like to eat
traditional rice varieties respectively. It concludes some consumers have not bought
traditional rice varieties before due to no need of medicinal requirement and high
price.
The other data analysis of buying behavior of consumer’s is described further (see
appendix G).
61
Willingness to Pay for Suwandel Rice
329
61
No Yes
WTP
According to the figure 4.15, 329 consumers from the sample are willing to pay for
suwandel rice. Rest of the 61 are not willing to pay. It concludes majority of the
consumers are willing to pay for suwandel rice.
62
Table 4.1 summarize the results of the reasons for consumer’s willingness to pay for
suwandel rice. It concludes most of the consumers are willing to pay for suwandel
rice due to the reasons of, they can afford that bid values for suwandel rice and they
will be able to treat from nutritional values.
Table 4.2 : Reasons for not willingness to pay for Suwandel Rice
Table 4.2 summarize the results of the reasons for consumer’s not willingness to pay
for suwandel rice. It concludes most of the consumers are not willing to pay for
suwandel rice due to the reasons of, the suwandel rice price is too high and they think
the government should take actions for maintain uniform price.
63
No. of Consumers
219
170
No Yes
WTP
According to the figure 4.16, 170 consumers from the sample are willing to pay for
Pachchaperumal rice. Rest of the 219 are not willing to pay. It concludes majority of
the consumers are not willing to pay for Pachchaperumal rice and they think the
government should take actions for maintain uniform price.
Table 4.3 summarize the results of the reasons for consumer’s willingness to pay for
Pachchaperumal rice. It concludes most of the consumers are willing to pay for
Pachchaperumal rice due to the reasons of, they can afford that bid values for
Pachchaperumal rice and this initiative helps to conserve quality of the Traditional
rice varieties.
64
Table 4.4 : Reasons for not willingness to pay for Pachchaperumal rice
Table 4.4 summarize the results of the reasons for consumer’s willingness to pay for
Pachchaperumal rice. It concludes most of the consumers are not willing to pay for
Pachchaperumal rice due to the reasons of, the Pachchaperumal rice price is too high
and they think the government should take actions for maintain uniform price.
206
No. of Consumers
184
No Yes
WTP
According to the figure 4.17, 206 consumers from the sample are willing to pay for
Kalu Heenti rice. Rest of the 184 are not willing to pay. It concludes majority of the
consumers are willing to pay for Kalu Heenti rice.
65
Table 4.5 : Reasons for willingness to pay for Kalu Heenti rice.
Table 4.5 summarize the results of the reasons for consumer’s willingness to pay for
Kalu Heenti rice. It concludes most of the consumers are willing to pay for Kalu
Heenti rice due to the reasons of, they can afford that bid values for Kalu Heenti rice
and this initiative helps to conserve quality of the Traditional rice varieties.
Table 4.6 : Reasons for not willingness to pay for Kalu Heenti rice.
Table 4.6 summarize the results of the reasons for consumer’s not willingness to pay
for Kalu Heenti rice. It concludes most of the consumers are not willing to pay for
Kalu Heenti rice due to the reasons of, the Kalu Heenti rice price is too high and they
think the government should take actions for maintain uniform price.
66
Willingness to Pay for Kuruluthuda Rice
225
No. of Consumers
165
No Yes
WTP
Source: Consumer Survey data, 2018
According to the figure 4.18, 165 consumers from the sample are willing to pay for
Kuruluthuda rice. Rest of the 225 are not willing to pay. It concludes majority of the
consumers are not willing to pay for Kuruluthuda rice.
Table 4.7 summarize the results of the reasons for consumer’s willingness to pay for
Kuruluthuda rice. It concludes most of the consumers are willing to pay for
Kuruluthuda rice due to the reasons of, they can afford that bid values for
Kuruluthuda rice and this rice will help the local community.
67
Table 4.8 : Reasons for not willingness to pay for Kuruluthuda rice.
The government should take actions for maintain uniform 160 36.44
price.
The medicinal and nutritional values do not offer value for 55 12.52
money.
I do not need organic rice. 2 0.45
Other 0 0.00
Table 4.8 summarize the results of the reasons for consumer’s not willingness to pay
for Kuruluthuda rice. It concludes most of the consumers are not willing to pay for
Kuruluthuda rice due to the reasons of, the Kuruluthuda rice price is too high and they
think the government should take actions for maintain uniform price.
259
No.of Consumers
131
No Yes
WTP
Source: Consumer Survey data, 2018
According to the figure 4.19, 259 consumers from the sample are willing to pay for
Madathawalu rice. Rest of the 131 are not willing to pay. It concludes majority of the
consumers are willing to pay for Madathawalu rice.
68
Table 4.9 : Reasons for willingness to pay for Madathawalu rice
Other 0 0.00
Table 4.9 summarize the results of the reasons for consumer’s willingness to pay for
Madathawalu rice. It concludes most of the consumers are willing to pay for
Madathawalu rice due to the reasons of, this initiative helps to conserve quality of the
Traditional rice varieties and they can afford that bid values for Madathawalu rice.
Table 4.10 : Reasons for not willingness to pay for Madathawalu rice
The government should take actions for maintain uniform 100 37.73
price.
The medicinal and nutritional values do not offer value for 30 11.32
money.
I do not need organic rice. 6 2.26
Other 0 0.00
Table 4.10 summarize the results of the reasons for consumer’s not willingness to pay
for Madathawalu rice. It concludes most of the consumers are not willing to pay for
Madathawalu rice due to the reasons of, the Madathawalu rice price is too high and
they think the government should take actions for maintain uniform price.
69
4.4 Contingent Valuation analysis results
There were five scenarios about medicinal and nutritional qualities of the selected five
traditional rice varieties in Sri Lanka in the questionnaire survey. Probit regression
used to estimate the willingness to pay for each selected traditional rice varieties in Sri
Lanka. According to findings the researcher developed the regression equation as
follows;
WTP = ∫ Bid value, Age, Gender, Education Level, Employment Field, HHINC,
Marital state, Working in organic food or environmental related field, Knowing about
TRV, Super Market
Table 4.11 : Results for the survey with a basic probit model- Suwandel Rice
70
Employment
Agriculture Field -.7380855 1.042258 0.479
Health Field 0 Omitted
Another Field -.9920808 .7288732 0.173
Housewife 1.305044 .7345627 0.046**
Student 0 Omitted
Organic .6366101 .7648958 0.405
food/Environment
related working field
Marital State -.1641312 .4186647 0.695
Knowing TRV .1220484 .5761145 0.832
Knowing Medicinal & .9270362 .4823005 0.045**
Nutritional values of
TRV
Super Market
Nihal Super -.4496169 .922872 0.626
Cargill’s food city .1983618 .3233641 0.540
Arpico super center -.2285062 .543536 0.674
Sathosa -.2844081 .3097447 0.359
Keels super 0 Omitted
_cons 9.495792 1.481545 0.000
**significant at 5%.
The table 4.11 shows the results of probit regression including coefficient, standard
error and p values. The bid value variable is very significant for the willingness to pay
for suwandel rice. The p value is 0.000 (p<0.05) and the coefficient values are
negative. That means there are negative relationship between bid value and the wtp
for suwandel rice. If increase the bid values, wtp for suwandel rice will decrease.
From age group variable, between 36-45 years and above 46 years consumers are
significant. The p values are 0.040 (p<0.05) and 0.015 (p<0.05) respectively. The
coefficient values are positive. That means there are positive relationship between
variable and wtp for suwandel rice. Therefore out of the sample, the relationship
between age group between 36-45 years and above 46 years consumers and wtp for
71
suwandel rice is positive. If consumers who age above 36 years, highly willing to pay
for suwandel rice.
The consumers who earning income between Rs.25,000 - Rs.50,000 and between
Rs.75,000 - Rs.100,000 shows significant p values for wtp for Suwandel rice as 0.000
and 0.046 respectively. Lower level earners shows negative relationship between the
income and coefficient. Although high income earners shows positive relationship, if
consumers earn between Rs.75,000 and Rs.100,000 their willingness to pay is highly
considerable for Suwandel rice.
If consumers who are housewife under employment p value is 0.046 (<0.05), the
relationship between the variable and coefficient is positive (coefficient 1.305044).
And also consumers who are knowing about medicinal & nutritional values of
traditional rice varieties shows significant p value for the Suwandel rice. The
coefficient is 0.9270362. That positive value shows, if consumers are known about
medicinal & nutritional values of traditional rice varieties, the wtp for Suwandel rice
is high.
Table 4.12 : Results for the survey with a basic probit model- Pachchaperumal Rice
72
Between 25,000- 50,000 -2.354516 .4431302 0.000**
Between 50,000- 75,000 1.403573 .4093575 0.001**
Between 75,000-100,000 0 Omitted
More than 100,000 0 Omitted
Employment
Agriculture Field -2.034322 .9535385 0.033**
Health Field .0008142 .7175836 0.999
Another Field -.7122601 .534062 0.182
Housewife -.5592863 .5621452 0.320
Student 0 Omitted
Organic .7527394 .6593847 0.254
food/Environment
related working field
Marital State .421204 .2829764 0.137
Knowing TRV .0776906 .4960284 0.876
Knowing Medicinal & .4252365 .4015836 0.290
Nutritional values of
TRV
Super Market
Nihal Super -.271348 .7536796 0.720
Cargill’s food city -.0050224 .2536715 0.984
Arpico super center .0655058 .3722895 0.860
Sathosa .1025134 .2538759 0.686
Keels super 0 Omitted
_cons 6.653038 .9936965 0.000
**significant at 5%.
The table 4.12 shows the results of probit regression including coefficient, standard
error and p values. The bid value variable is very significant for the willingness to pay
for Pachchaperumal rice. The p value is 0.000 (p<0.05) and the coefficient values are
negative. That means there are negative relationship between bid value and the wtp
for Pachchaperumal rice. If increase the bid values, wtp for Pachchaperumal rice will
decrease.
73
From the variables, under the age group between 26-35 years and 36-45 years
consumers, income earning lower than Rs.25,000, between Rs.25,000 - 50, 000 and
between Rs.50,000 - Rs.75, 000 and agriculture field employers are significant for
Pachchaperumal rice.
Under the age group, between 26-35 years and 36-45 years consumers shows 0.026
and 0.013 p values respectively and the coefficient values are also positive.
When consider about the consumer’s household monthly income, lower than
Rs.25,000, between Rs.25,000 - 50, 000 and between Rs.50,000 - Rs.75, 000 shows
significant p values for wtp for Pachchaperumal rice as 0.011, 0.000 and 0.001
respectively. Lower level earners shows negative relationship between the income and
coefficient. Although middle income earners shows positive relationship, if
consumers earn between Rs.50,000 and Rs.75,000 their willingness to pay is highly
considerable for Pachchaperumal rice.
If consumers who are working related agriculture field under employment p value is
0.033 (<0.050), the relationship between the variable and coefficient is negative
(coefficient -2.034322).
Table 4.13 : Results for the survey with a basic probit model- Kuruluthuda Rice
74
Agriculture Field -.3225545 1.067691 0.763
Health Field 1.487476 .7983202 0.042**
Another Field .491686 .6383336 0.441
Housewife .6557012 .6656692 0.325
Student 0 Omitted
Organic .573342 .7459943 0.442
food/Environment
related working field
Marital State .3204021 .298246 0.283
Knowing TRV -.3380474 .5418541 0.533
Knowing Medicinal & .4969496 .4464425 0.026**
Nutritional values of
TRV
Super Market
Nihal Super .4890439 .7122284 0.492
Cargill’s food city .0016019 .2588397 0.995
Arpico super center .0734933 .3918845 0.851
Sathosa .0293053 .2692243 0.913
Keels super 0 Omitted
_cons 5.983116 1.019762 0.000
**significant at 5%.
As seen in the table 4.13 shows the results of probit regression including coefficient,
standard error and p values. The bid value variable is very significant for the
willingness to pay for Kuruluthuda rice. The p value is 0.000 (p<0.05) and the
coefficient values are negative. That means there are negative relationship between
bid value and the wtp for Kuruluthuda rice. If increase the bid values, wtp for
Kuruluthuda rice will decrease.
From the variables, under the age group between 36-45 years consumers, health field
employers, who earning lower than Rs.25, 000, between Rs.25,000 – Rs.50,000 and
between Rs.50,000- Rs.75,000 and consumers who knowing about medicinal and
nutritional values are significant for Kuruluthuda rice.
75
Between 36-45 years consumers coefficient is 0.4969246 and there are positive
relationship. If consumers are elder, who are highly willing to pay for Kuruluthuda
rice.
Consumers who earning lower than Rs.25, 000 coefficient is -2.156012 and between
Rs.25,000 – Rs.50,000 coefficient is -2.341072. It shows there is a negative
relationship. But between Rs.50,000- Rs.75,000 coefficient is 1.331749 and there is a
positive relationship. That means if consumers earn between Rs.50,000- Rs.75,000,
they highly willing to pay for Kuruluthuda rice than others.
If consumers who are working related health field under employment p value is 0.042
(<0.05), the relationship between the variable and coefficient is positive (coefficient
1.487476).
And also consumers who are knowing about medicinal & nutritional values of
traditional rice varieties shows significant p value for the Kuruluthuda rice. The
coefficient is 0.4969496. The positive value shows, if consumers are known about
medicinal & nutritional values of traditional rice varieties, the wtp for Kuruluthuda
rice is high.
Table 4.14 : Results for the survey with a basic probit model- Kalu Heenati Rice
76
Health Field 1.188648 6765926 0.046**
Another Field .03448702 .5321492 0.948
Housewife .0353359 .5404267 0.948
Student 0 Omitted
Organic -.6823016 .5566466 0.220
food/Environment
related working field
Marital State .4466872 .2879633 0.121
Knowing TRV -.2997286 .4934202 0.544
Knowing Medicinal & .5604815 .4052423 0.048**
Nutritional values of
TRV
Super Market
Nihal Super -1.035204 .6805164 0.128
Cargill’s food city -.561676 .2331577 0.016**
Arpico super center .0793807 .3509014 0.821
Sathosa -.2234227 .2355435 0.343
Keels super 0 Omitted
_cons 6.108487 .9355866 0.000
**significant at 5%.
As seen in the table 4.14 shows the results of probit regression including coefficient,
standard error and p values. The bid value variable is very significant for the
willingness to pay for Kalu Heenati rice. The p value is 0.000 (p<0.05) and the
coefficient values are negative. That means there are negative relationship between
bid value and the wtp for Kalu Heenati rice. If increase the bid values, wtp for Kalu
Heenati rice will decrease.
As per in the table 4.14, the significant variables for wtp for Kalu Heenati rice are
between 36-45 years consumers, health field employers, income earns lower than
Rs.25,000, between Rs.25,000- Rs.50,000 and between Rs.50,000- Rs.75,000,
consumers who knowing medicinal & nutritional values of TRV and super market.
77
If age group between 36-45 years consumers p value is 0.005 (<0.05), the relationship
between the variable and coefficient is positive (coefficient 0.7407289).
Consumers who earning lower than Rs.25, 000 coefficient is -2.440199 and between
Rs.25,000 – Rs.50,000 coefficient is -2.686741. It shows there is a negative
relationship. But between Rs.50,000- Rs.75,000 coefficient is 1.779436 and there is a
positive relationship. That means if consumers earn between Rs.50,000- Rs.75,000,
they highly willing to pay for Kalu Heenati rice.
The consumers who are working related health field under employment p value is
0.046 (<0.05) and the relationship between the variable and coefficient is positive
(coefficient 1.188648).
Further the table shows the significant p value (0.048) and positive coefficient
(.5365585) of consumers who knowing about medicinal & nutritional values of
traditional rice varieties. Those consumers’ willingness to pay for Kalu Heenati rice is
high.
And also Cargill’s food city consumer’s p value is 0.016 (<0.05) for Kalu heenati rice
and the relationship between the variable and coefficient is negative (coefficient -
.561676).
Table 4.15 : Results for the survey with a basic probit model- Madathawalu Rice
78
Between 75,000-100,000 0 Omitted
More than 100,000 0 Omitted
Employment
Agriculture Field .2332383 .8901547 0.793
Health Field 1.584551 .717144 0.027**
Another Field .4156347 .5278758 0.431
Housewife .2843664 .5296574 0.591
Student 0 Omitted
Organic .1002472 .6612721 0.880
food/Environment
related working field
Marital State .1690107 .3057397 0.580
Knowing TRV -.2026656 .4910905 0.680
Knowing Medicinal & 1.101137 .4141741 0.008**
Nutritional values of
TRV
Super Market
Nihal Super -.4793418 .6800959 0.481
Cargill’s food city -.2929277 .2397508 0.222
Arpico super center -.1027033 .3837103 0.789
Sathosa -.387288 .2457811 0.115
Keels super 0 Omitted
_cons 5.949726 .9691558 0.000
**significant at 5%.
As seen in the table 4.15 shows the results of probit regression including coefficient,
standard error and p values. The bid value variable is very significant for the
willingness to pay for Madathawalu rice. The p value is 0.000 (p<0.05) and the
coefficient values are negative. That means there are negative relationship between
bid value and the wtp for Madathawalu rice. If increase the bid values, wtp for
Madathawalu rice will decrease.
If age group between 36-45 years consumers p value is 0.039 (<0.05), the relationship
between the variable and coefficient is positive (coefficient 0.055067).
79
When consider about the consumer’s household monthly income, lower than
Rs.25,000, between Rs.25,000 - 50, 000 and between Rs.50,000 - Rs.75, 000 shows
significant p values for wtp for Madathawalu rice as 0.007, 0.000 and 0.030
respectively. Lower level earners shows negative relationship between the income and
coefficient. Although middle income earners shows positive relationship, if
consumers earn between Rs.50,000 and Rs.75,000 their willingness to pay is highly
considerable for Madathawalu rice.
If consumers who are working related health field under employment p value is 0.027
(<0.05), the relationship between the variable and coefficient is positive (coefficient
1.584551).
The consumers who knowing about medicinal & nutritional values of traditional rice
varieties shows significant p value for the Madathawalu rice. The coefficient is
1.101137. The positive value shows, if consumers are known about medicinal &
nutritional values of traditional rice varieties, the wtp for Madathawalu rice is high.
Finally it concluded as, if consumers are elder, health field employers, consumers
who known about medicinal & nutritional values of traditional rice varieties and who
earning more than Rs.75,000 are mostly willing to pay for Madathawalu rice.
Traditional rice
Coefficient Standard Error P>ǀzǀ WTP
variety
Based on the probit regression results, researcher estimated the Willingness to Pay
(WTP) of consumers under selected five traditional rice varieties in Sri Lanka. The
estimated WTP values for selected five traditional rice varieties (Suwandel,
Pachchaperumal, Kuruluthuda, Kalu Heenati and Madathawalu) were SLR. 346, SLR.
237, SLR. 234, SLR. 261 and SLR. 296 respectively for each traditional rice. The
80
WTP calculates for establishing uniform prices to make reasonable values for unique
medicinal and nutritional values of each selected traditional rice varieties according to
consumer perception.
CHAPTER FOUR
This chapter aims to present the conclusion and possible recommendations were
reached by the researcher of the study. The study was developed based on the two
main objectives and throughout the study, researcher discussed broadly regarding
those objectives. Finally in the conclusion chapter conclude the objectives and give
recommendations for the findings.
81
5.1 Conclusion
The study mainly forecast to estimate the consumers’ willingness to pay for selected
traditional rice varieties in Sri Lanka according to their nutritional and medicinal
values. The researcher of the current study analyzed the data which are collected
through the questionnaire of consumer survey to reach to main objectives of the study
and STATA 14 version software were applied in this study to drive the results
regarding the calculation of WTP for selected traditional rice varieties. The two main
objectives are to estimate consumers’ willingness to pay for selected traditional rice
varieties in Sri Lanka according to their nutritional and medicinal values and to
identify the demographics factors associated with willingness to pay for each selected
traditional rice varieties in Sri Lanka. Research findings and conclusion was
summarized as follows.
The results of this study estimate that consumers are willing to pay more than
the current prices of the traditional rice which is SLR. 346, SLR. 237, SLR.
234, SLR. 261 and SLR. 296 for Suwandel, Pachchaperumal, Kuruluthuda,
Kalu Heenati and Madathawalu rice respectively.
There was inverse relationship between bid value and the willingness to pay
for traditional rice varieties.
There was positive relationship between age group between 36-45 years and
above 46 years consumers and willingness to pay for traditional rice varieties.
There was inverse relationship between income earners lower than Rs.25,000,
between Rs.25,000 - Rs.50,000 not only that, but also there was positive
relationship between Rs.50,000 - Rs.75,000, between Rs.75,000 - Rs.100,000
and willingness to pay for traditional rice varieties.
There was positive relationship between consumers who knowing about
medicinal & nutritional values of traditional rice varieties and willingness to
pay for traditional rice varieties.
There was a relationship between super markets and consumer’s willingness to
pay for traditional rice varieties.
In order to above results it shows the WTP, consumer’s age, household
monthly income and the consumers who knowing about Medicinal &
Nutritional values of Traditional rice varieties before and super market showed
82
a significant effect on willingness to pay for traditional rice varieties in Sri
Lanka.
5.2 Recommendation
The researcher recommends the following points in order to maintain uniform prices
for traditional rice varieties in Sri Lanka according to their nutritional and medicinal
values and make awareness within the society about traditional rice varieties for
develop healthy society.
Government of Sri Lanka has a major role to conserve Sri Lankan traditional
rice varieties for the next future. And also they provide controlled prices for
the normal rice varieties in Sri Lanka, but not for the traditional rice varieties.
It should be while establish the reasonable prices for the each type of
traditional rice varieties matching with each type of unique medicinal and
nutritional values. This is highly effected for the low level income people in
Sri Lanka. So government should take actions for encourage the farmers to
grow traditional rice varieties and make equitability within Sri Lankans.
The Sri Lankan government has to improve the awareness and educational
programs on nutritional and medicinal values of traditional rice varieties in Sri
Lanka within farmers and consumers. It will contribute to increase the buying
behaviors of the Sri Lankan consumers and develop healthy society.
83
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87
APPENDICES
88
Bala samba Heen samba Molagu samba Rath Kunda
Bala sudu kara al Heen sulai Moli karuppan Rath Mada al
Bala thatu wee Heen suvuru wee Molligoda Rath ruwan
Bandara haththawa Hela el Mookala Vee Rath thambili el
Bata kiri el Hondarawalu Motakarupan Rath thunda
Batapola wee Induru kara el Mudati Vee Rathkaya
Batapola el Kaha el Mudu kiri el Rathu bala wee
Batu el Kaha ramanan Muppan gan Rathu Kurumba
Beheth heenati Kahata el Murunga Rathu Sooduru
Cheenati Kahata samba Murungakayan Rathu Vee
Dahanala Kahata wee Muthu manikkam Seenadi
Dampata podi wee Kahawanu Muthu samba Sinna karuppan
Dandu maara Kal wellai Niyan wee Siththarakali
Danduwel Kalu bala maa wee Nugapath El Sivuru wee
Deman wee Kalu Bala Vee Oddawalan Suramaniyam
Deveradhari Kalu handiran Pachchaperumal Sudu al
Dik heenati Kalu heenati Palasithari Sudu heenati
Dik wee Kalu Kanda Palatuwa maa wee Sudu Maa Wee
Dosthara heenati Kalu Kunda Panduru wee Sudu mada el
Dothalu wee Kalu Lara Panniu Vee Sudu Mala Wariyoj
Duru samba Kalu samba Peria karuppan Suduru samba
Gal hondarawalu Katta manjal Periavellai Suduru wee
Gal siyambala Keeri murunga Perun Nalli Sulai
Galwaka Kiri Kurumba Pihatu wee Suwanda samba
Gambada heenati Kiri murunga Pinna El Suwandel
Gambada samba Kiri Naran Podi Heenati Thatu wee
Ganlhumba El Kiribam el Podi wee Thawalu Heenati
Girisa Wee Kota kekulu Pokkali Unakola samba
Goda heenati Kota thawalu Pokuru wee Valihandiran
Goda manel Kothyaran Polael Vellakayan
Goda wee Kottayar Wanni dahanala
89
Appendix B: Popular traditional rice varieties cultivated in different districts.
90
Rasna walu
Kalutara Pihatu wee, Heen Handiran, Rath Handiran, -
Panniti wee, Bollu, Aththa wee, Bala maa wee,
Hondarawala, Kottiyaran, Muthu Samba, Maha
Maa wee, Sudu maa wee, Kuru Maa wee,
Muthu Manikkan, Grissa wee, Rasna walu,
Kaha Ramana, Nandu Hondarawala,kahata
wee, Sudu wee, Mudali wee, Galwakka, Sulai,
Gonabaru, Deveradderi, Vali Handiran, Kalu
Kanda, Lumbini, Batapola el, Rath Kara, Kota
Thawalu, Mada el, Kottiyaran, Danduwel, Rath
wee, Ganthumba el, Kiri Baru el, Batu el, Pinna
el, Nugapath el, Suwendel, Pola el
Galle Pihatu wee, Heen Handiran, Rath Handiran, Suwendel, Mada thawalu,
Panniti wee, Bollu, Aththa wee, Bala maa wee, Batapla el, Kurulu thuda
Hondarawala, Kottiyaran, Muthu Samba, Maha
Maa wee, Sudu maa wee, Kuru Maa wee,
Muthu Manikkan, Grissa wee, Rasna walu,
Kaha Ramana, Nandu Hondarawala,kahata
wee, Sudu wee, Mudali wee, Galwakka, Sulai,
Gonabaru, Deveradderi, Dik wee,
Suramaniyam, Vali Handiran, Kalu Kanda,
Lumbini, Batapola el, Rath Kara, Kota
Thawalu, kuru Honadarawala, Rata Thawalu ,
Mada el, Ganthumba el, kiri Baru el, Batu el,
Pinna el, Nugapath el, suwendel, Pola el
Matara Muthu Samba, Maha Maa wee, Sudu maa wee, Maha ma wee
Kuru Maa wee, Muthu Manikkan, Grissa wee,
Rasna walu, Kaha Ramana, Nandu
Hondarawala,kahata wee, Sudu wee, Mudali
wee, Galwakka, Sulai, Gonabaru, Deveradderi,
Dik wee, Suramaniyam
Hambantota NAD Suwendel, Sudu heenati
Ampara NAD Suwendel
Mahawali NA Suwendel Pachchaperumal,
system Kuruluthuda
All Rathu Heenati, Kalu Heenati, Podi Heenati, -
Sudu Heenati
NA-Not applicable, NAD-No available data
91
Appendix C: Some nutritional and health concern properties of grains of
popular traditional and improved rice verities.
Grain quality properties
Antioxident (abs/mg/ml)
Anti-amylase activity
(Inhibition %)
(inhibition %)
Amylose (%)
Protein (%)
Fibre (%)
Zn (ppm)
Fe (ppm)
Fat (%)
Colour
92
Gonabaru R 10.6 1.0 22 30 28.7 2.1 56.5 84.1
Sulai R 10.7 2.5 0.9 23 38 28.7 2.1 79.4 85.2
Herath Banda R 10.9 2.4 1.2 22 32 28.0 2.1 82.1 83.6
Suduru Samaba W 12.1 2.6 1.1 28 30 27.4 1.9 31.9 26.7
Rath el W 11.1 2.9 0.9 29 32 29.6 0.5 14.2 19.2
Bw 364 R 10.0 2.9 0.9 20 27 27.9 0.4 80.6 83.8
At 353 R 8.7 2.5 1.5 19 35 28.1 1.5 74.7 81.3
Bg 406 R 8.8 3.0 0.9 17 29 25.1 1.4 68.8 78.7
Bw 361 R 6.4 2.5 1.0 21 23 27.3 1.2 - -
At 311 R 9.3 1.7 0.8 25 27 22.7 - - -
Bg 352 W 7.5 4.3 1.6 19 29 29.4 0.7 39.7 26.3
Bg 360 W 7.4 2.5 1.9 18 25 26.3 0.6 12.4 19.6
Bg 359 W - - - 22 - - - 8.1 17.4
Bg 358 W 6.6 2.9 1.0 18 27 28.4 0.4 6.6 18.1
93
Appendix D: Nutritional properties, Fatty acid profile and Antioxidant
properties of the grains of selected Sri Lankan traditional rice varieties.
94
Appendix E: Summarized nutritional composition of selected traditional rice
varieties of Sri Lanka
95
Bsc.EcoBusiness Management
The below questionnaire is for collecting data for the thesis for me, learning in the
final year of Sabaragamuwa University of Sri Lanka.
This questionnaire is administered to get your observations and views on the prices
and medicinal and nutritional values of the Traditional rice varieties in Sri Lanka and
on providing economic incentives to the local communities for this purpose.
We are trying to establish a uniform pricing system to matching with each medicinal
and nutritional values of the Traditional rice varieties in Sri Lanka. (Market failure)
So far there is no uniform prices for the each Traditional rice varieties. Therefore, to
improve the consumer buying behavior and facilities as well as to ensure benefits for
the local communities, we would like to request you to respond to this questionnaire.
The confidentiality of the information that you provide is highly protected and that
information is used only for academic purposes.
0 Female
96
A2 Are you working in Organic food or environmental related field?
1 Yes
0 No
A3 Employment Filed:
1 Agriculture Field
2 Health Field
3 Another Field
4 Housewife
5 Student
6 Other (please specify)……………………
1 18-25 years
2 26-35 years
3 36 -45 years
4 Above 46 years
A6 Educational level:
1 Passed Grade 8
2 Up to O/L
3 Up to A/L
A7 Marital State:
4 Degree and above
1 Married
0 Unmarried
97
Part B: Consumer’s buying behavior
B1 Have you ever known about Traditional rice varieties in Sri Lanka?
1. Yes 0. No
B2 Have you ever known about medicinal and nutritional values of the
Traditional rice varieties in Sri Lanka?
1. Yes 0. No
B3 Did you know about Traditional rice varieties before coming shop?
1. Yes 0. No
B4a Have you bought Traditional rice varieties before? 1. Yes 0. No
(If no, go to >>> B8)
B4b If yes, why did you buy Traditional rice varieties before? (You may give one
or more reasons)
1. For enjoy the taste of Traditional rice varieties
2. For Medicinal purpose B4b
3. For Educational purpose 1
4. Research B4b
5. Working in Organic food field 2
B4b
6. Interest 3
B5 Where did you go for buying Traditional rice varieties?
1 Nihal Super
2 Cargill’s Food City
3 Arpico super center
4 Sathosa
5 Keells Super
B6 If you have bought Traditional rice varieties for medicinal purpose, how did
you describe the quality of the medicinal value of the Traditional rice varieties?
1. Very poor
2. Poor
3. Fair
4. Good
5. Very good
98
B7 Do you think this medicinal value of the Traditional rice varieties provide
value for your money?
1. Yes 0. No
B8 If no, why didn’t you buy Traditional rice varieties before? (You may give one
or more reasons)
7. The rice price is too high. B81
8. I do not like to eat Traditional rice varieties.
B82
9. There is no uniform prices for traditional rice varieties.
10. There was no need of medicinal requirement. B83
11. I do not need organic rice.
B9a Do you like to buy Traditional rice varieties under the existing price system?
1. Yes 0. No
B9b If yes, why do you want to buy Traditional rice varieties again? (Please give 2
reasons for your decision.)
1. It will provide more taste B9b
2. It will help to maintain the quality of the medicinal value 1
3. It is match with my pocket
4. I am satisfied with existing monetary system B9b
5. Other (specify) ………………………………….. 2
B9c If not, why will you not buy Traditional rice varieties again? (Please give 2
reasons for your decision.)
1. It will not provide more taste
2. Lack or fewer number of medicinal values B9c
3. It is not match with my pocket 1
4. I am not satisfied with existing monetary system B9c
5. Other (specify) ………………………………….. 2
C1 Suwandel rice contain such kind of nutritional and medicinal values, are you
willing to pay Rs.150 per kg?
1. Yes 0. No
C1a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.
99
5. It will help the local community.
6. I will be able to treat from nutritional values.
7. This is a high valued organic food.
8. Other (please specify………………………………………)
C1b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.
C2b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.
C3 Kuruluthuda rice contain such kind of nutritional and medicinal values, are
you willing to pay Rs.150 per kg?
1. Yes 0. No
100
C3a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.
C3b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.
C4 Kalu heenati rice contain such kind of nutritional and medicinal values, are
you willing to pay Rs.150 per kg?
1. Yes 0. No
C4a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.
C4b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.
101
6. I do not need organic rice.
7. Other (please specify …………….………………)
C5 Madathawalu rice contain such kind of nutritional and medicinal values, are
you willing to pay Rs.150 per kg?
1. Yes 0. No
C5a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.
C5b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.
102
Pachchperumal is one of highly nuetriouse red rice variety. 100g of
Pachchperumal rice contains 1320kj energy, 6g protein, 66g carbohydrates, 2.5g fat,
10g dietary fibre and 1.06g sodium, and is recommended for daily consumption. The
grain is rich in anti-oxidant agents.
Special characteristics:
- High vitamin B content
- High (dietary) fibre content
- Low Glycaemic index
It was also considered as a very good controller of diabetes. This is good for
patients who are suffering from diseases like diabetes and cardiovascular, especially
for the patients with high blood pressure. It can control the activity of enthrones and
make proper function of excretory system. Some enzymes and hormones are
producing for development of red blood cells. It helps to increase the production of
insulin and reduce the production of thyroxin in the body. More nutrias gruel or
congee can be produced by blending of this variety with some other rice varieties.
Nutritional and Medicinal Properties of Kuruluthuda rice
It is a nutrious, traditional red rice variety which enriches with proteins, fiber
and necessary fatty acids. It contained with unique and pleasant taste.
Kuruluthuda highly contained with proteins and most preferable for dieabatic
and high blood pressure patients. It improves bladder function and enhances male
sexual potency. It provides comparatively high energy. It is recommended for
consumption to person having high cholesterol in the blood.
Nutritional and Medicinal Properties of Kalu Heenati rice
Heenati group was nominated as mostly used varieties for preparing
indigenous medicines.
Among Heenati varieties, Kalu Heenati is the most popular variety for
preparing medicines. Palatability of cooked rice is rather low but it is highly nutrias
because it is rich in minerals and micro nutrients including high iron and zinc content
Especially Heenati rice was formulated with various juices to treat diabetic patients.
In addition, for chronic diseases such as diabetes ("Madhu Meha”), gruel prepared
with Heenati rice was invariably used.
High amount of fiber content helps to regulate the bowel movement and
constipation and Kalu Heenati rice is highly recommended for hepatitis patients. Due
103
to nutritional values of heenati rice varieties, that is recommended for daily
consumption and lactating mothers.
Nutritional and Medicinal Properties of Madathawalu rice
It is highly recommended rice variety in “Ayurvedha” treatment to strengthen
the immune system.
The list of benefits offered by indigenous “Madathawalu” rice is endless,
which known to play role in developing human body, boosting the immune system
and preventing various illnesses such as diabetes. Protein, minerals and fat content in
grain are comparatively higher than most of varieties. It is rich in protein, fat and
digestible enzyme and it facilitate to easy digestion of nutrients. In addition it has
large amount of fat, iron, zinc, vitamins and minerals. This variety is able to remove
toxic components especially some cancer agents from the human body. This variety
can clean the blood circulation system and promote the activity of sweating glands. It
strengthen the immune system and suitable to feed infants and lactating mothers.
Medicinally it is important treat diabetes and oxidative stress. This is one of the best
varieties for organic rice farming because it might give good yield.
Thank you!
Gender Composition
104
Gender Frequency Percentage Cumulative
Male 114 29.23 29.23
Female 276 70.77 100.00
Total 390 100.00
Marital State
Employment Filed
105
Level of Education
Edu Level Frequency Percentage Cumulative
Passed Grade 8 5 1.28 1.28
Up to O/L 72 18.46 19.74
Up to A/L 239 61.28 81.03
Degree and above 74 18.97 100.00
Total 390 100.00
Consumers who are knowing about Traditional rice varieties in Sri Lanka
Consumers who are knowing about Medicinal and Nutritional values of Traditional
rice varieties in Sri Lanka
106
Consumers who are knowing about Traditional rice varieties in Sri Lanka before
shopping
Quality of medicinal value of the Traditional rice varieties (If bought for medicinal
purpose)
107
Total 208 100.00
Like to buy Traditional rice varieties under the existing price system or not
Reasons for like to buy Traditional rice varieties under the existing price system
108
Reasons for not like to buy Traditional rice varieties under the existing price system
109
No 131 33.59 33.59
Yes 259 66.41 100.00
Total 390 100.00
Results for the survey with a basic Probit model – Suwandel rice
110
Marital State -.1641312 .4186647 0.695 -.984699 .6564366
Knowing TRV .1220484 .5761145 0.832 -1.007115 1.251212
Knowing .9270362 .4823005 0.045** -.0182554 1.872328
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -.4496169 .922872 0.626 -2.258413 1.359179
Cargill’s food .1983618 .3233641 0.540 -.4354201 .8321437
city
Arpico super -.2285062 .543536 0.674 -1.293817 .8368048
center
Sathosa -.2844081 .3097447 0.359 -.8914966 .3226803
Keels super 0 Omitted
_cons 9.495792 1.481545 0.000 6.592017 12.39957
*** Significant at 10%, **Significant at 5%, *Significant at 1%.
Results for the survey with a basic probit model- Pachchaperumal Rice
111
Another Field -.7122601 .534062 0.182 -1.759002 .3344823
Housewife -.5592863 .5621452 0.320 -1.661071 .542498
Student 0 Omitted
Organic .7527394 .6593847 0.254 -.5396309 2.04511
food/Environme
nt related
working field
Marital State .421204 .2829764 0.137 -.1334195 .9758275
Knowing TRV .0776906 .4960284 0.876 -.8945072 1.049888
Knowing .4252365 .4015836 0.290 -.3618529 1.212326
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -.271348 .7536796 0.720 -1.753825 1.211129
Cargill’s food -.0050224 .2536715 0.984 -.5022094 .4921646
city
Arpico super .0655058 .3722895 0.860 -.6641682 .7951797
center
Sathosa .1025134 .2538759 0.686 -.3950742 .600101
Keels super 0 Omitted
_cons 6.653038 .9936965 0.000 4.705429 8.600647
*** Significant at 10%, **Significant at 5%, *Significant at 1%.
Results for the survey with a basic probit model- Kuruluthuda Rice
112
Between 50,000- 1.331749 .4003375 0.001** -2.116396 -.5471017
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field -.3225545 1.067691 0.763 -2.41519 1.770081
Health Field 1.487476 .7983202 0.042** -.0772026 3.052155
Another Field .491686 .6383336 0.441 -.7594249 1.742797
Housewife .6557012 .6656692 0.325 -.6489865 1.960389
Student 0 Omitted
Organic .573342 .7459943 0.442 -.88878 2.035464
food/Environme
nt related
working field
Marital State .3204021 .298246 0.283 -.2641494 .9049535
Knowing TRV -.3380474 .5418541 0.533 -1.400062 .7239671
Knowing .4969496 .4464425 0.026** -.3780617 1.371961
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super .4890439 .7122284 0.492 -.9068981 1.884986
Cargill’s food .0016019 .2588397 0.995 -.5057145 .5089183
city
Arpico super .0734933 .3918845 0.851 -.6945863 .8415729
center
Sathosa .0293053 .2692243 0.913 -.4983646 .5569753
Keels super 0 Omitted
_cons 5.983116 1.019762 0.000 3.98442 7.981812
*** Significant at 10%, **Significant at 5%, *Significant at 1%.
Results for the survey with a basic probit model- Kalu Heenati Rice
113
Passed Grade 8 .9360912 .7189494 0.193 -.4730238 2.345206
Up to O/L .4426643 .3345381 0.186 -.2130182 1.098347
Up to A/L .3418739 .2691264 0.204 -.1856042 -.9042907
Degree and above 0 Omitted
Monthly
HHINC
Lower than -2.440199 .8989027 0.007** -4.202016 -.6783818
Rs.25,000
Between 25,000- -2.686741 .4777545 0.000** -3.623123 -1.750359
50,000
Between 50,000- 1.779436 .4465111 0.000** 2.654582 -.9042907
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field .5684475 .7819692 0.467 -.9641841 2.101079
Health Field 1.188648 6765926 0.046** -.1374491 2.514745
Another Field .03448702 .5321492 0.948 -1.008523 1.077463
Housewife .0353359 .5404267 0.948 -1.023881 1.094553
Student 0 Omitted
Organic -.6823016 .5566466 0.220 -1.773309 .4087058
food/Environme
nt related
working field
Marital State .4466872 .2879633 0.121 -.1177105 1.011085
Knowing TRV -.2997286 .4934202 0.544 -1.266815 .6673572
Knowing .5604815 .4052423 0.016** -.2337788 1.354742
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -1.035204 .6805164 0.128 -2.368991 .2985841
Cargill’s food -.561676 .2331577 0.016** -1.018598 -.1046369
city
Arpico super .0793807 .3509014 0.821 -.6083735 .7671349
center
Sathosa -.2234227 .2355435 0.343 -.6850795 .2382342
Keels super 0 Omitted
_cons 6.108487 .9355866 0.000 4.274771 7.942203
*** Significant at 10%, **Significant at 5%, *Significant at 1%.
114
Results for the survey with a basic probit model- Madathawalu Rice
Standard [95% Interval]
Variables Coefficient P>ǀzǀ
Error conf.
Bid -.0194942 .0020189 0.000 -.0234511 -.0155373
Age group
18-25 years .2805878 .474191 0.554 -.6488094 1.209985
26-35 years .1871752 .2931737 0.523 -.3874347 .7617852
36 -45 years .055067 .2595528 0.039** -.4536472 .5637811
Above 46 years 0 Omitted
Gender -.3000523 .2414538 0.214 -.7732929 .1731884
Educational
Level
Passed Grade 8 .0219191 .6892525 0.975 -1.328991 1.372829
Up to O/L .0190888 .3356692 0.955 -.6388107 .6769882
Up to A/L .3168934 .2742397 0.024** -.2206065 .8543933
Degree and above 0 Omitted
Monthly
HHINC
Lower than -2.732232 1.014494 0.007** -4.720603 -.7438612
Rs.25,000
Between 25,000- -1.8038 .5104644 0.000** -2.784554 -.8230453
50,000
Between 50,000- 1.047846 .4838681 0.030** -1.99621 -.0994821
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field .2332383 .8901547 0.793 -1.511433 1.977909
Health Field 1.584551 .717144 0.027** .1789746 2.990127
Another Field .4156347 .5278758 0.431 -.6189828 1.450252
Housewife .2843664 .5296574 0.591 -.7537429 1.322476
Student 0 Omitted
Organic .1002472 .6612721 0.880 -1.195822 1.396317
food/Environme
nt related
working field
Marital State .1690107 .3057397 0.580 -.4302281 .7682495
Knowing TRV -.2026656 .4910905 0.680 -1.165185 .7598541
Knowing 1.101137 .4141741 0.008** .2893707 1.912903
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -.4793418 .6800959 0.481 -1.812305 .8536217
Cargill’s food -.2929277 .2397508 0.222 -.7628306 .1769753
115
city
Arpico super -.1027033 .3837103 0.789 -.8547618 .6493551
center
Sathosa -.387288 .2457811 0.115 -.8690101 .0944341
Keels super 0 Omitted
_cons 5.949726 .9691558 0.000 4.050216 7.849237
*** Significant at 10%, **Significant at 5%, *Significant at 1%.
116