Parameters estimated from ROL models, India
| Dependent variable = rank of the choices | Taste | Texture | Aroma | Appearance | Nutritional benefits | Cooking characteristics |
|---|---|---|---|---|---|---|
| Age | 0.025 (0.03) | −0.052 (0.03) | −0.053 (0.03) | 0.015 (0.02) | 0.091** (0.05) | −0.036 (0.05) |
| Age squared | −0.00023 (0.00) | 0.00063* (0.00) | 0.00054 (0.00) | −0.00015 (0.00) | −0.0012** (0.00) | 0.00044 (0.00) |
| Gender (male = 1) | 0.21 (0.13) | 0.39** (0.20) | −0.23 (0.18) | −0.077 (0.10) | 0.31 (0.22) | 0.65*** (0.24) |
| Secondary education (yes = 1) | −0.12 (0.09) | −0.25** (0.11) | 0.44*** (0.13) | −0.031 (0.07) | 0.14 (0.14) | −0.18 (0.15) |
| Higher education (yes = 1) | −0.014 (0.14) | −0.14 (0.18) | 0.19 (0.19) | −0.14 (0.11) | 0.25 (0.26) | 0.052 (0.26) |
| Household size | 0.077** (0.03) | −0.041 (0.05) | −0.10** (0.05) | 0.019 (0.03) | 0.17*** (0.06) | −0.071 (0.07) |
| Employed (yes = 1) | −0.051 (0.12) | −0.42** (0.18) | −0.12 (0.17) | 0.11 (0.09) | 0.28 (0.20) | −0.47** (0.23) |
| Access to internet (yes = 1) | 0.16 (0.17) | −0.40 (0.27) | 0.26 (0.22) | −0.076 (0.13) | −0.30 (0.34) | −0.093 (0.34) |
| Log of per capita rice consumption | −0.023 (0.10) | −0.24* (0.13) | −0.11 (0.14) | −0.094 (0.08) | 0.64*** (0.18) | 0.56*** (0.20) |
| Log of per capita income | 0.27*** (0.09) | 0.27** (0.11) | −0.16 (0.12) | 0.13** (0.07) | 0.11 (0.16) | −0.58*** (0.18) |
| Log of rice price | 0.040 (0.20) | 0.0071 (0.24) | −0.87*** (0.28) | 0.20 (0.16) | 0.82** (0.39) | 2.16*** (0.42) |
| Rice share (%) | 0.014*** (0.00) | −0.0046 (0.00) | −0.019*** (0.01) | −0.0011 (0.00) | −0.014** (0.01) | −0.025*** (0.01) |
| Women are the principal grocery decision maker (yes = 1) | −0.33*** (0.09) | 0.17 (0.12) | 0.61*** (0.12) | −0.18*** (0.06) | −0.43*** (0.14) | 0.23 (0.16) |
| Frequent rice buyer (yes = 1) | 0.27*** (0.09) | 0.34*** (0.13) | −0.79*** (0.17) | 0.068 (0.07) | 0.64*** (0.14) | −0.047 (0.17) |
| East Indiaa | −0.25** (0.12) | 0.15 (0.17) | 0.45*** (0.14) | −0.31*** (0.09) | −1.04*** (0.21) | −0.68*** (0.21) |
| South Indiaa | 0.16 (0.15) | 0.90*** (0.19) | −0.32 (0.20) | −0.16 (0.11) | −0.28 (0.27) | −1.09*** (0.29) |
| Log likelihood | −5437.8 | −3249.1 | −3171.2 | −9810.3 | −1989.3 | −1682.5 |
| LR (χ2) | 96.4*** | 123.3*** | 218.4*** | 29.8 | 129.4*** | 68.1*** |
| Observations | 1438 | 1438 | 1438 | 1438 | 1438 | 1438 |
| Dependent variable = rank of the choices | Taste | Texture | Aroma | Appearance | Nutritional benefits | Cooking characteristics |
|---|---|---|---|---|---|---|
| Age | 0.025 (0.03) | −0.052 (0.03) | −0.053 (0.03) | 0.015 (0.02) | 0.091** (0.05) | −0.036 (0.05) |
| Age squared | −0.00023 (0.00) | 0.00063* (0.00) | 0.00054 (0.00) | −0.00015 (0.00) | −0.0012** (0.00) | 0.00044 (0.00) |
| Gender (male = 1) | 0.21 (0.13) | 0.39** (0.20) | −0.23 (0.18) | −0.077 (0.10) | 0.31 (0.22) | 0.65*** (0.24) |
| Secondary education (yes = 1) | −0.12 (0.09) | −0.25** (0.11) | 0.44*** (0.13) | −0.031 (0.07) | 0.14 (0.14) | −0.18 (0.15) |
| Higher education (yes = 1) | −0.014 (0.14) | −0.14 (0.18) | 0.19 (0.19) | −0.14 (0.11) | 0.25 (0.26) | 0.052 (0.26) |
| Household size | 0.077** (0.03) | −0.041 (0.05) | −0.10** (0.05) | 0.019 (0.03) | 0.17*** (0.06) | −0.071 (0.07) |
| Employed (yes = 1) | −0.051 (0.12) | −0.42** (0.18) | −0.12 (0.17) | 0.11 (0.09) | 0.28 (0.20) | −0.47** (0.23) |
| Access to internet (yes = 1) | 0.16 (0.17) | −0.40 (0.27) | 0.26 (0.22) | −0.076 (0.13) | −0.30 (0.34) | −0.093 (0.34) |
| Log of per capita rice consumption | −0.023 (0.10) | −0.24* (0.13) | −0.11 (0.14) | −0.094 (0.08) | 0.64*** (0.18) | 0.56*** (0.20) |
| Log of per capita income | 0.27*** (0.09) | 0.27** (0.11) | −0.16 (0.12) | 0.13** (0.07) | 0.11 (0.16) | −0.58*** (0.18) |
| Log of rice price | 0.040 (0.20) | 0.0071 (0.24) | −0.87*** (0.28) | 0.20 (0.16) | 0.82** (0.39) | 2.16*** (0.42) |
| Rice share (%) | 0.014*** (0.00) | −0.0046 (0.00) | −0.019*** (0.01) | −0.0011 (0.00) | −0.014** (0.01) | −0.025*** (0.01) |
| Women are the principal grocery decision maker (yes = 1) | −0.33*** (0.09) | 0.17 (0.12) | 0.61*** (0.12) | −0.18*** (0.06) | −0.43*** (0.14) | 0.23 (0.16) |
| Frequent rice buyer (yes = 1) | 0.27*** (0.09) | 0.34*** (0.13) | −0.79*** (0.17) | 0.068 (0.07) | 0.64*** (0.14) | −0.047 (0.17) |
| East Indiaa | −0.25** (0.12) | 0.15 (0.17) | 0.45*** (0.14) | −0.31*** (0.09) | −1.04*** (0.21) | −0.68*** (0.21) |
| South Indiaa | 0.16 (0.15) | 0.90*** (0.19) | −0.32 (0.20) | −0.16 (0.11) | −0.28 (0.27) | −1.09*** (0.29) |
| Log likelihood | −5437.8 | −3249.1 | −3171.2 | −9810.3 | −1989.3 | −1682.5 |
| LR (χ2) | 96.4*** | 123.3*** | 218.4*** | 29.8 | 129.4*** | 68.1*** |
| Observations | 1438 | 1438 | 1438 | 1438 | 1438 | 1438 |
Note(s): Figures between parentheses, are standard errors; *, **, and *** indicate 1%, 5%, and 10% level of significance, respectively. a Base case is rural India. Base case for education is the primary and below levels of education