This study assessed the influence of grain quality and
other factors in farmers’ preference for improved rice
varieties. Key variables that significantly influenced
farmers’ preference for a new rice variety were; age, farm
size, high yield, experience, sex, tolerance to abiotic and
biotic stresses and good grain quality. Grain quality was
ranked second to high yield as the most important
varietal characteristics that farmers require. Grain quality
attributes that significantly influenced farmers’ preference
for a new rice variety were grain colour, grain length and
shape, chalkiness, fragrance, cooking behaviour and
absence of foreign material.