The utility function parameters are estimates for each selection criterion, and for each type
of rice, using the conditional logit model. For the model estimation, we considered the two
rice types (nonparboiled local rice and nonparboiled imported rice). The Hausman test of
independence of irrelevant alternatives (Table 3) does not reject the conditional logit estimation,
p > 0.05. Thus, the results of this estimation can be used to derive the marginal contribution of
rice attributes to consumer utility and their WTP.