-The studies were carried out in the Sylhet,north-eastern districts of Bangladesh, during 2006-2007 with 100 farmers. Initially, rice producers in four villages
-Purposive random sampling technique, 100 farm households
- collected data from 50 rice consumers in the capital, Dhaka City. Consumers were randomly selected, classified those who responded into three groups based on monthly income: poor (income less than 5000 Taka), middle class (5000 taka to 15000 Taka) and rich (15000 Taka to more). Of the 50 consumers, 20 were males and 30 were females.