Changes in Customer's Preference- Healthy living is becoming a greater trend in the present day.

People are now finding other alternatives for rice such as corn and whole-wheat bread which are

healthier alternatives for rice.

Decreasing Number of Farmers- The younger generation now chooses jobs that are in the service

industry due to the fact that it offers more jobs to them. The agricultural sector is now being

belittled by them which lowers their interest of belonging into it.

There has been very few noticeable change for the past 3 to 5 years for the demographics

and psychographics of and the cities that surround it. One of the few changes includes the growth

in population. There has been a steady increase in the population from 2000 to 2010. The rice

mill industry has not yet felt the direct effects of the increasing number of people because the

number of their customers are very limited. Although the population has been increasing, one of

the rice mill owners around stated that the number of farmers in has been continuously

decreasing. There is also a new trend of having a healthy living. Demand for white rice is

reduced and the demand for substitutes increased due to being much healthier than white rice.