CONSUMERS’ PREFERENCE ON THE AROMATIC AND NON-AROMATIC

RICE IN SCIENCE CITY OF MUÑOZ, NUEVA ECIJA TOWARDS

GLOBALIZATION

ERNEST GABRIEL C. ADVINCULA

XYRILLE DR. CALUYA
CHEICELLE DAINE A. CRUZ
JULIENNE P. JUAN
GERRY JR. N. RAMOS
MYAN ACE PAOLA A. VILLANUEVA

A Research Paper Submitted in Partial Fulfillment of the Requirements in the

Subject SOCSCI 1105: The Contemporary World

JANUARY 2023
 CHAPTER 1. INTRODUCTION

Rationale of the Study

Aromatic rice is one of the most valuable products all over the globe and demands a

higher price than the non-aromatic rice varieties in domestic and international market

because of its pleasant aroma. Since ancient times, aromatic rice has been long

considered as one of the essential value-added commodities where its few variations in

the aroma are key factors that determines the consumer rice preferences (Kumari et al.,

2019). As aroma is major characteristics of rice quality and favored characteristics by the

consumer and farmers, there is no wonder that it increases the potential value of rice in

the international market and increased preference over the non-aromatic rice by the

consumers (Verma & Srivastav, 2017). Corresponding to this, farmers and traders around

the world have been considering entering the aromatic rice industry (Giraud, 2018) and

has potential to be vital in the international market (United Nations, 2017).

With globalization as a recent worldwide norm, the aromatic and non-aromatic rice

economy and politics, technological advancement which drives agricultural

transformation, consumer’s changing diet preferences, and disturbances in rice ecosystem

which shapes cultivation, trade, and consumption are changing faster than ever before

(Saikia et al., 2018). Since aromatic and non-aromatic rice is regarded as both modern

and traditional food, it seems to appear that globalization promotes demands and

consumption as it plays a huge role in the livelihood of millions of people around the

world. However, due to poverty and environmental factors, current demands for aromatic

rice are drastically decreasing overtime as consumers and cultivators is shifting from low

rice quality alternatives (Yamano et al., 2021).

 According to Braun & Bos (2022), the globalization which allows free flow of

capital, products, and services across national to international borders molds the global

integration of politics, economies, cultures, and perhaps religious views from one country

to another. Specifically, it will affect the consumer behavior and attitudes, mainly their

preference when it comes to staple food such as aromatic or non-aromatic rice.

Furthermore, although prices and consumer income affect the demands for rice

consumption, culture and tradition which could be influenced by the other countries are

significant factors.

In the Philippines, particularly in Nueva Ecija, the aromatic rice shows promising

potentials for industry expansion as influenced by globalization. However, the rice

tariffication law has been ratified into law since 2019 by the President Rodrigo R.

Duterte. Thus, maximum volume quota and quantitative restriction were removed, which

causes negative impacts to farmers as cheaper imported rice will be patronized by

consumer and market players (Beltran et al., 2020).

With diversity of preferences for aromatic rice and non-aromatic rice for the

consumer, its increasing demands due to globalization may benefit the country. However,

lawlessness or impolitic law could also do harm especially to the farmers, consumers, and

rice economy. Thus, the aromatic and non-aromatic rice consumer preference as affected

by the globalization is deemed necessary to be explore, especially in the current

agriculture settings of the Philippines, where it can harness opportunities to improve and

develop the local aromatic rice industry. If they were, it would provide necessary

information on aromatic and non-aromatic rice demand, future production patterns of rice

technology, future role of the private sectors and government in rice systems.
Literature Review
 Theoretical Framework

Theory of Behavioral Economics

This is study is anchored on theory of behavioral economics by Daniel Kahneman

and Amos Tversky (1979-1980). The theory claims that in a perfect world, individuals

would make optimal decisions that would provide them with greatest benefits and

satisfaction. On the other hand, when faced with limited resources and a variety of

choices, theory behavioral economics suggests that individuals would pick for the

outcome that brings them the most happiness (Riker, 2022). Thus, behavioral economics

theory implies that individuals can make rational choices by accurately calculating the

costs and advantages of each available alternative, given their preferences and limits. In

the end, the person will choose the best decision for them. The logical individual is in

charge of their own emotions and is not swayed by other influences; this allows him to

make the best decisions for himself. Unfortunately, according to the field of behavioral

economics, people just aren't capable of making sound judgments since they lack the

requisite "logical" thought processes.

Behavioral economics draws on psychology and economics to explore why

people sometimes make irrational decisions, and why and how their behavior does not

follow the predictions of economic models. Decisions on aromatic or non-aromatic rice

varieties, whether to choose imported or local aromatic or non-aromatic rice varieties,

whether to organic or inorganic rice varieties, the price of aromatic vs non-aromatic rice,

etc. are the sorts of decisions that some people make at some point in their lives. Thus,

Behavioral economics seeks to explain why an individual decided to go for choice A,

instead of choice B.
 In correlation to globalization, according to Braun & Bos (2022), the free flow of

capital, products, and services across national to international borders molds the global

integration of politics, economies, cultures, and perhaps religious views from one country

to another. Once it happens, an individual decision, judgement, or rational choice,

according to behavioral economics theory may influenced by the mentioned factors.

Since the aromatic rice has been long considered as one of the essential value-

added commodities where its few variations in the aroma are key factors that determines

the consumer rice preferences (Kumari et al., 2019). Hence, when an individual presented

an option when it comes to their preferences, the theory implies that the person will make

rational choices by accurately calculating the costs and advantages of each available

alternative which could be influenced by certain factors including the globalization.

Globalization dimensions including the cultural process, ecologic process

economic process, and political process plays a key role on the preferences of the

consumer. The fact that an individual sometimes irrational and can’t make sound

judgement since they lack the requisite logical thought processes, they could be easily

swayed by certain factors.

Behavioral Economics on Cultural Process

In cultural process, a person who is deciding sometimes considered what he/she

sees on the other people. The culture that plays a huge role on the behavior, attitude, and

personality of an individual molds on how they are going to judge or decide on certain

choices. i.e., a Filipino K-Drama fan sometimes preferred a Korean product instead of

Filipino local products as Korean products are massively imported by the business

players due to the high demands throughout the country.

Behavioral Economics on Ecologic Process

In ecologic process, a proficient individual would prefer a sound judgement which

is based on the current situation of the environment and reject a decision that could harm

it as influenced by global organization dedicated to environmental conservation and

protection. The products as result of organic production is evidently higher in demand in

contrast to the products that are massively produced by company.

Behavioral Economics on Economic Process

In economic process, individual is always torn apart on deciding in terms of the

price set on the global market as affected by the changes in currency, global economic

anomalies, changes in global economic policies, and etc. i.e., the US imposed economic

sanction on Russia due to the conflict they brought to Ukraine and other countries have

increased the inflation rate on the country which forced the Russian citizens to be more

decisive when it comes to the price of a certain product or services.

Behavioral Economics on Political Process

In terms of political process, the globalization which creates interconnectedness

or conflict among countries creates either relationship for trade or product import/export

banning which affects the decision of an individual. Healthy relationship among countries

and its leaders provides opportunities in economic forum which offers policy making in

terms of import, exports, and cooperation to open the influence other globalization

dimension. In contrary, conflict among countries and its leaders creates policy

constriction that could close the opportunities for other globalization dimensions.
 Conceptual Framework

Figure 1. This figure illustrates the correlation of globalization to the aromatic and non-
aromatic rice consumer preferences in Science City of Munoz Public Market

The conceptual framework was developed as presented in the figure above. The

four dimensions of globalization composed the independent variable of this study. The

cultural process, ecologic process, economic process, and political process determines the

aspects of globalization both advantage and disadvantage in a global scale. With the four

dimensions as key-factor of globalization mechanism, the study aims to identify how it

will affect the consumer’s preferences, which are the preferences over aromatic rice and

non-aromatic rice. These preferences as hypothesize by the researcher could be affected

by the secondary dependent variable which are the demographic background, socio-

economic class, and preferences over imported or local rice varieties. Throughout this

concept, it illustrates how the four dimensions of globalization composed the

globalization itself and how it affects the preferences of the target respondent of this

study: the aromatic rice and non-aromatic rice. Furthermore, these preferences are

hypothesized to be affected and correlated to the aromatic and non-aromatic rice

consumer preferences in Science City of Munoz Public Market.

 Statement of the Problem

The study seeks to identify the effects of globalization to the aromatic and non-

aromatic rice consumer preferences in Science City of Munoz Public Market. More

precisely, the researcher aims to answer the following questions?

1. What is the influence of globalization dimension such as cultural process,

ecological process, economical process, and political process on aromatic and

non-aromatic rice consumer preferences in Science City of Munoz Public

Market?

2. What are the socio-economic class of aromatic and non-aromatic rice

consumers in Science City of Munoz Public Market?

3. What is the demographic background of aromatic and non-aromatic rice

consumers in Science City of Munoz Public Market?

4. What is the rice preferences of consumers in Science City of Munoz Public

Market in terms of imported or local aromatic and non-aromatic rice varieties

Objectives of the Study

This study generally aims to determine the effects of globalization to the

aromatic and non-aromatic rice consumer preferences in Science City of Munoz Public

Market. Specifically, the study aims to:

1. identify the demographic background of aromatic and non-aromatic rice

consumers in Science City of Munoz Public Market;

a. Age

b. Sex
 c. Educational Attainment

d. Marital Status

2. identify the socio-economic class of aromatic and non-aromatic rice consumers

in Science City of Munoz Public Market;

3. determine how aromatic and non-aromatic rice consumer preferences in

Science City of Munoz Public Market are influenced by globalization

dimension such as:

a. Cultural process

b. Ecologic process

c. Economic process

d. Political process

4. identify the rice preferences of consumers in Science City of Munoz Public

Market in terms of imported or local aromatic and non-aromatic rice varieties

Significance of the Study

The advent of globalization opens much more opportunities for the aromatic or

non-aromatic rice consumption as it is nowadays becoming significant in the export

market, where the rising demand for rice must be meet. Corresponding to this, the

opening of rice trade in the global market enables imports and opens opportunities for

exports albeit small could provide boost to countries economy.

The global crisis with regards to rice is somehow caused by the respective

countries’ policy towards the globalization. Despite globalization is almost about

economics, the cultural impacts come with it affects the perspective and outlook of
millions of people and farmers around the world as if they were looking for a ‘world-

class’ rice with high quality profile such as the aromatic rice.

By understanding this principle, it will offer comprehensive knowledge on how

the globalization affects the preferences of rice consumers when it comes to a high-

quality rice. This would provide essential information for the farmers about taking

advantage the globalization trends of aromatic rice consumption which will become their

guide to select a more profitable variety of rice they will cultivate.

It would also provide information for the Philippine government on taking

advantage of the globalization trends of the aromatic rice consumption by re-adjusting or

revisioning the countries’ economic policies towards the rice which greatly affects the

local rice production, research and development, and investment that would become

significant as it will become valuable asset in the future where global consumption of rice

is high due to rising population, diminishing agricultural lands, and climate change that

will affect the global rice production of rice especially with higher quality of rice.

Hypothesis

H1: Globalization has significant effects to aromatic and non-aromatic rice consumer

preferences in Science City of Munoz Public Market.

H2: Globalization has no significant effects to aromatic and non-aromatic rice consumer

preferences in Science City of Munoz Public Market.

H3: Globalization dimension influence the aromatic and non-aromatic rice consumer

preferences in Science City of Munoz Public Market

H3: Globalization dimension don’t influence the aromatic and non-aromatic rice

consumer preferences in Science City of Munoz Public Market

 CHAPTER 2. METHODOLOGY

Research Design

Descriptive research methods are pretty much as they sound — they describe

situations. They do not make accurate predictions, and they do not determine cause and

effect (Hale, 2021). Furthermore, descriptive research on the other hand is a type of

research that is mainly concerned with describing the nature or condition and the degree

in the detail of the present situation. Corresponding to this, the survey research under the

descriptive research design was one in which a group of people or items was studied by

collecting and analyzing data from the respondents. Hence, this study utilized a

descriptive research design since it is aimed to find out ‘what is’, therefore survey-

questionnaire methods were employed for data gathering.

Research Locale

The data gathering of the study takes place on December 08, 2022 and

December 11, 2022, at Science City of Munoz Public Market, Nueva Ecija, Philippines.

The researcher took advantage of ‘market day’ which happens twice a week (Sunday &

Thursday) where numerous people go to public market to buy their weekly necessities as

every store and stalls are expected to open. The survey questionnaire which utilized by

the researchers for data gathering was given to the respondents which are the rice

consumer, buyer, and vendor via opportunistic sampling.

 Sampling Method

According to Guan & Singer (2021), opportunistic sampling happens as the

researchers makes sampling decision during the data gathering procedures. Since the

researchers becoming more aware and gains knowledge at the time and place or setting

where the data gathering procedure is conducted, the sampling decisions of the

researcher is based on taking advantage of the events. Hence, this study utilized

opportunistic or emergent sampling as it aims to elucidate the effects of globalization to

the aromatic and non-aromatic rice consumer preferences in Science City of Muñoz

Public Market. In this regard, the study aims to sample a total of 100 respondents

primarily the people who are buying, selling, and consuming aromatic and non-aromatic

rice which are found by the researcher during the data gathering in the public market.

Scope and Delimitations

This study was focused primarily in assessing the effects of globalization to

aromatic and non-aromatic rice consumer preferences in Science City of Muñoz Public

Market, Nueva Ecija, Philippines. Furthermore, this study mainly identifies the factors on

how the respondents conclude their preference when it comes to rice varieties (aromatic

and non-aromatic) and how does the globalization affect it. Apart from the aromatic and

non-aromatic rice consumer preferences, this study does not address any other issues.

Each respondent answered identical survey-questionnaire with close-ended questions

which will be the sole and primary source of the data. Corresponding to this, the study is

conducted with limited amount of financial resources and time framework due to

researcher’s concurrent thesis.

 Research Instrument

The researcher designed a survey-questionnaire method as one of the data

collection instruments for this study. The type of questionnaire used was close-ended

questions. While the survey enveloped questions that were subject to the objectives of

this research. The survey-questionnaire was aimed at eliciting relevant information about

the effects of globalization to the aromatic and non-aromatic rice consumer preferences in

Science City of Muñoz Public Market. Survey-questions relating to globalization

dimension and rice preferences, respondents’ socio-economic class and demographics,

and preferences on local and imported rice varieties are the content of the survey-

questionnaire.

Data Gathering Procedures

The distribution of the survey-questionnaire was held at Science City of Muñoz

Public Market on morning to afternoon of November 28, 2022, primarily nearby the rice

stalls and store where the target respondents can be found.

The survey-questionnaire was administered by the researchers directly to the

chosen sample for the study. The researchers carefully observed the market goers as they

buy rice whether be it an aromatic or non-aromatic and asked them to answer the survey-

questionnaire in order to gather the data for this study. Corresponding to this, the

researcher tried to visit every rice stall to reach the target respondents of the study.

During the administration of survey-questionnaire, the researcher stand-by for any

question that comes from the respondents and to explain or elaborate the questions in the

survey-questionnaire as needed. In addition, the administered survey-questionnaire is in

accordance with data privacy act of 2012, while the respondents are given with utmost

ethical consideration during the administration of survey-questionnaire.

Data Analysis

Graph, tables, and different diagrams was used to display data that will be

collected through survey-questionnaire. Since, statistics is one way of getting organized

information and to have a general view of the whole scenario of the study, statistical tool

was employed. Frequency and percentage distribution was used as the statistical tool for

this research. After collecting the data, the researchers seek the help of statistician at

Department of Statistics, College of Science, Central Luzon State University who will

tabulated, tallied, and analyze the result of survey-questionnaire.

Ethical Consideration

To complete the research with appropriate research guidelines, ethics was

regarded by the researcher to be of vital importance. Considering ethical aspect of

research, enough time was given to the respondents of the study so that they can depict

their true view on research questions. The researchers ensure to assist the respondent

while answering the survey-questionnaire should they have any concerns or questions.

Consent from the respondents was taken and appropriate permission was ensured for

usage of their given data. Confidentiality of the responses in accordance with data

privacy act of 2012 were maintained strictly to ensure the privacy of their data. Their

identity was not exhibited. Hence, the ethical aspect of research was followed very

strictly in this research.

 CHAPTER 3. RESULTS AND DISCUSSION

This chapter presented the tables and figures used in interpreting the data obtained

in conducting the data gathering of the study to provide clear illustrations and

explanations of the statistical data which are needed to come up with a conclusion.

Socio-demographic Profiles of the Respondents

The data gathering procedure of the study was conducted at Science City of

Munoz, Public Market on December 8 and 12, 2022. The socio-demographic profile

which is one of the contents of the survey-questionnaire were asked to the 100 target

respondents of the study. The socio-demographic questionnaire includes the sex, age,

educational attainment, marital status, family monthly income, preferences over imported

or local aromatic tice and non-aromatic rice varieties:

Sex

Sex

36%

64%

Male Female
Figure 2: The sex of the 100 respondents in Science City of Munoz, Public Market
 A total of 100 respondents are sampled in the day 1 and day 2 during the data

gathering procedures. The tabulated data shows that 36% or 36 respondents were male

while the 64% or 64 were female. It seems that most of the marketgoers who will buy

their daily necessities were women due to some reasons. Consumer research consistently

shows that women make more buying decisions than men. According to Marti Barletta,

author of Marketing to Women, women influence at least 80% of all household

spending; they make 75% of decisions about buying new homes and 81% of the

decisions about groceries.

Age

Age

7% 12%
9%
15%
12%

9%
17%
19%

18-23 24-29 30-35 36-41

42-47 48-53 54-59 60 and above
Figure 3: The Age range of the 100 respondents in Science City of Munoz, Public
Market

The ages range 18-23, 24-29, 30-35, 36-41, 42-47, 48-53, 54-59, and 60 and

above are the content of the socio-demographic profile part of the survey-questionnaire.

The gathered data shows that 12% of the respondents were age between 18-23; 15%

were 24-29; 17% were 30-35; 19% were 36-41; 9% were 42-47; 12% were 48-53; 9%
were 54-59; and 7% were 60 and above. The age range of 24-29, 30-35, and 36-41 are

the highest among this age range since they are usually composed of the working class

with a household. This indicates that this age group commonly makes a decision on

buying essential commodities such as rice. The elders which composed the 42-47, 48-

53, 54-59, and 60 and above are the lowest portion of the respondents due to other

reasons including they are the eldest persons in the family and may requires immediate

care and attention. The Covid-19 restriction, although destabilized due to the lowering

cases brought fear to the elderlies since they are more susceptible to contract the viral

disease. The age group 18-23 remained on the borderline high since this age group may

compose the students especially the college students in the nearby university (Central

Luzon State University), although they take advantage the rice, they brought the school

from their family.

Marital Status

Marital Status

7%
13%
34%

46%

Single Married Widowed Separated

Figure 4: Marital Status of the 100 respondents in Science City of Munoz Public,
Market
 Majority of the respondents were married (46%), this implies that married people

are the ones that tends to take the responsibility of making a decision in buying daily

necessities for their household. Married people are usually in-charge in the kitchen,

making food for their family. Their preferences affect the consumption of the whole

household especially in rice varieties (aromatic or non-aromatic). The second largest

portion of the respondents were single (34%), it has been observed that most of the

people that belongs to this group were ages from 18-30. Thus, it may be of composed of

the students, teaching, and non-teaching personnel of the nearby university (Central

Luzon State University) who stays in the vicinity of the campus, dormitories, boarding

house, and apartment. On the other hand, the smallest portion of the respondents were

widowed (13%) and separated (7%).

Educational Attainment

Educational Attainment

21%

45%

34%

Elementary High School College

Figure 5: The educational attainment of the 100 respondents in Science City of Munoz,
Public Market
 Almost half of the 100 respondents obtained of tertiary education (45%). The

second largest portion have obtained schooling up to the secondary level (34%), while

21% graduated from primary school. According to Vogel et al., 2020, the educational

attainment may be determinant of knowledge of a person especially when it comes to

buying necessities, Vogel et al., 2020 also examined the relationship between the

educational attainment and the decision making when it comes to buying daily

necessities assessed the effect modification of educational attainment. They found out

that marketgoers with low educational attainment are susceptible on making wrong

market decisions, scammed, and tend to choose for quantity over quality. On the other

hand, persons with high educational attainments tends to be pickier and more selective

in buying daily necessities.

Moreover, Abdullahi et al., 2020 analyzed the effect of sociodemographic factors

towards special rice for home consumption, they also found out that educational

attainment has an impact on the frequent purchase of rice which the main factor includes

quality, flavor and aroma, family choice, brand, availability and taste. However, product

attributes such as color, grade, easy preparation and price are not important determinants

in frequent purchasing of Basmati rice (a type of aromatic rice). Thus, in case of price

and quality attributes, Abdullahi et al., 2020 observed that price segmentation of quality

Basmati rice market among the Malaysian consumers is very important as consumers

with high educational attainment are willing to pay higher prices for quality products.

Thus, consumers are aware that Basmati rice is expensive rice and yet because of its

quality, price is not a factor to be considered in increasing the frequent purchase of

Basmati rice at least once a month. Similarly, brand of rice is also an important attribute

that consumer is looking for.

Family Monthly Income

Family Monthly Income

8% 3%
21%

16%

29%
23%

Less than P12,000 P12,001 – P24,000 P24,001 – P48,000

P48,001 – P84,000 P84,001 – P144,000 P144,001 and above
Figure 6: The family monthly income of 100 respondents in Science City of Munoz,
Public Market

The family monthly income of the respondents in Science City of Munoz, Public

Market is sorted into six income range. The largest portions of the respondents have the

monthly income range of 12,000 (21%), 12,001-24,000 (29%), and 24,001-48,000 (23%).

On the other hand, the lowest portions of the respondents have the monthly income range

of 48,001-84,000 (16%), 84,001-144,000 (8%), and 144,001 and above (3%).

The family monthly income is the basis of categorizing the socioeconomic class

of the respondents which is based on different socio-economic class categorized by

Philippine Statistics Authority, National Statistical Coordination Board, and National

Readership Survey. From these categories, the data gathered from the family monthly

income of 100 respondents in Science City of Munoz, Public Market were divided into

two largest portions, the family monthly income of the respondents with less than 12,000
and 12,001-24,000 which are the class E and D2 (SEC Class); low-income category and

middle-income category (NSCB category); non-working to working class and Skilled

Working Class (NRS Social Grade), respectively. The other half of the portion are the

family monthly income of the respondents with 14,001-48,000, 84,001-144,00, 48,001-

84,000 or the class ABCD1 (SEC Class); high to middle income category (NSCB

Category), and skilled working class to upper middle class (NRS Social grade).

Monthly Income
SEC Class NSCB Category NRS Social Grade
Range
144,001 and above A Upper Middle Class
84,001-144,000 B High Income Middle Class
Category Lower Middle
48,001-84,000 C
Class
Skilled Working
24,001-48,000 D1 Middle Income
Class
Category
12,001-24,000 D2 Working Class
Low Income
12,000 and below E Non-working class
Category

Table 1: The SEC class, NSCB Category, and NRS Social Grade of the 100 respondents
in Science City of Munoz, Public Market (Philippine Statistic Authority, 2020;
National Statistical Coordination Board, 2020; and National Readership Survey
(2021)

The Science city of Munoz, Nueva Ecija is considered as is a 4th class component

city in the province of Nueva Ecija, Philippines. According to the 2020 census, it has a
population of 84,308 people. The Science city is composed of various scientific

institution, world-class university, research and development centers, and another

economic source establishment. Hence, the citizen of the city is usually working on

scientific institution, agriculture, and farming (Science City of Munoz, 2022). When it

comes to the economy of the science city, according to the Philippine Statistics

Authority, the city’s poverty incidence is seemed to be decreasing over the years from

2000s to 2018 (Philippine Statistic Authority, 2018). This implies that numerous citizens

are the working class or in the middle-income category, however the data gathered from

the respondents have shown that the ABCD1 and D2 (SEC Class) are somehow balanced

in numbers.

Preferences on Aromatic Rice

Imported or Local Aromatic Rice

23%

77%

Imported Local
Figure 7: The preferences over imported or local varieties of Aromatic Rice of 100
respondents in Science City of Munoz, Public Market.
 Majority of the 100 respondents in Science City of Munoz, Public Market

preferred the local aromatic variety (67%) while only 23% of the respondents preferred

the imported aromatic rice varieties. Local varieties of aromatic rice that are popular and

usually available in the market especially in Science City of Munoz, Public Market

includes dinorado, sinandomeng, azucena, and so on. Whereas the imported aromatic rice

variety that are usually available in the market due to popularity brought by globalization

includes jasmine rice, basmati rice, jasponica, Japanese rice, and etc.

Aromatic Rice Variety (Local) Price (Per kg.)

Azucena P50-P55
Dinorado P45-P50
Sinandomeng P40-P45
Ifugao P52-P57
Mabango 12345 P50-P55

Table 2: Local aromatic rice variety in Science City of Munoz, Public Market and their price as
of December 8, 2023

The cultivated local aromatic rice variety are widely available in most part of the

country, especially in the rice granary of the Philippines, Nueva Ecija where massive

cultivation and production takes place. As province that supplies and manufactures rice

throughout the country, local aromatic rice variety available in the province is observed

to be cheaper than the other parts of the country since the province itself is the supplier

and manufacturer as other expenses that may increase the price of the rice such as

transportation is no longer required.

On the other hand, imported aromatic rice variety which includes basmati,

jasmine, Japanese rice, milagrosa, and rangyan to name a few, are observed to be pricier

than the local aromatic rice variety. Contrary to popular belief, the rice tariffication law

which has been ratified into law by President Rodrigo R. Duterte in 2019, doesn’t
significantly increase the price of the imported rice available in the country. The law

removes the volume quota of the imported rice that cause competition for the local

farmers on the national market. Hence, the price of imported rice remained, while the

farmers will suffer due to the market competition as lower price imported rice variety was

patronized by the market players and consumers. Contrary to the aromatic rice variety

mentioned below, these rice were specialty or premium rice and exported by the other

country as valuable products rendering them with higher price.

Non-Aromatic Rice Variety
Price (Per kg.)
(Imported)
Basmati P170-P200
Jasmine P60-P65
Japanese rice P66-P71
Milagrosa (Thai Rice) P55-P60
Rangyan P60-P65

Table 3: Imported aromatic rice variety in Science City of Munoz, Public Market and
their price as of December 8, 2023

Preferences on Non-Aromatic Rice

Imported or Local Non-Aromatic Rice

36%

64%

Imported Local
Figure 7: The preferences over imported or local varieties of Non-Aromatic Rice of 100
respondents in Science City of Munoz, Public Market.

Non-Aromatic Rice Variety

Price (Per kg.)
(Local)
Ordinary Rice P40-P45
Well Milled P42-P47
Whole Grain Premium P47-P52
Maharlika P52-P57
Angelica P48-P53

Table 4: Local non-aromatic rice variety in Science City of Munoz, Public Market and
their price as of December 8, 2023
Majority of the 100 respondents preferred local non-aromatic rice varieties (64%)

than imported non-aromatic rice varieties (36%). Local Non-aromatic rice varieties

readily available in the Science City of Munoz, Public Market includes ordinary rice

(local), well milled (local), whole grain (premium, local), maharlika, and angelica.

Among the local non-aromatic rice varieties, the ordinary rice which are almost available

everywhere has the price range of P40-P45, while the local non-aromatic rice variety with

the highest price is the maharlika. Among the aromatic imported or local, and non-

aromatic imported, it has been observed that non-aromatic local rice varieties are the

cheapest. This could be the reason why majority of the 100 respondents preferred the

non-aromatic rice due to its cheaper price.

Non-Aromatic Rice Variety

Price (Per kg.)
(Imported)
5 Star P60-P65
Sung-Sung P90-P95
Broken P55-P60
Viva grain P57-P62
Red Rice P100-P105
Table 5: Imported non-aromatic rice variety in Science City of Munoz, Public Market
and their price as of December 8, 2023

Imported non-aromatic rice varieties that are surveyed in Science City of Munoz,

Public Market includes the 5 Star, Sung-Sung, Broken, Viva Grain, and Red rice.

Imported non-aromatic rice varieties are typically pricey and almost same with the price

of its counterpart, imported aromatic rice. Be that as it may, 36 out of 100 respondents

still preferred the imported non-aromatic rice varieties due to some factors which

includes nutritional content, personal preferences or reasons, taste, texture, after taste,

volume when cook, grain length and so on.

CONSUMERS’ PREFERENCE ON THE AROMATIC AND NON-AROMATIC

RICE TOWARDS GLOBALIZATION

The questionnaire which aims to identify the consumers’ preference on the

aromatic and non-aromatic rice towards globalization is composed of four parts which are

cultural process, ecologic process, economic process, and political process with 3

question each. 100 Respondents were asked to assess if they are agreeing in each

statement by rating it 1-5 (Strongly Disagree to Strongly Agree). Through this

questionnaire, the researcher will be able to identify the effects of globalization to the

consumer’s preferences over the aromatic and non -aromatic rice.

Cultural Process

Cultural globalization refers to the dynamic process of interconnection and

assimilation of cultures, from which a homogeneous and common culture is generated in

the world. Furthermore, cultural globalization is the result of a set of measures that seek

the continuous development of society and, which has greatly fostered and increased

international relations and cultural exchanges. In this way millions of people in the world

have been interconnected, they have met and met for various reasons, which has allowed

cultural exchange. However, taking into account the economic and industrial

development driven by globalization, it can be seen even more how this phenomenon has

brought about large-scale cultural changes, both in the consumption of goods and

services including the aromatic rice and non-aromatic rice. It should also be mentioned

that the important technological development in the area of communication has allowed

social, labor, academic, family relationships, among others, to be much easier and faster

without losing contacts. From this coming and going of information and exchange of

goods and services, the different cultural expressions that exist are interconnected and, as

a result of this sum, a globalized culture of which all individuals have a notion is forming

influencing one another when it comes to preferences as perceived by many. However,

each person knows how to recognize their cultural differences, therefore, they identify

themselves as a citizen who has their own cultural identity and preferences, they are in-

charge whether they will go with the flow. To ratify the hypothesis, 100 respondents were

asked with the following questions:

1. “I think the global portrayal of culture disseminated by internet, popular

media, and international travel affects my decision and preferences when
choosing a rice variety”
2. “I think that the rice variety that is recommended by local citizens has an
effect when choosing a rice variety”
3. “I think that the rice variety that is recommended by foreign people has an
effect when choosing a rice variety”

Cultural Process
35

30
 25

20

15

10

0
Question 1 Question 2 Question 3

Figure 8: Tallied answered of the 100 respondents on the 3 questions pertaining to

globalization dimension, cultural process
Ecologic Process

Globalization facilitates environmental conservation by promoting efficient use of

natural resources and increasing awareness concerning environmental degradation.

Advancements in communication technologies have enabled people in different parts of

the world to share information concerning strategies for reducing environmental pollution

(Hamilton 42). In addition, multinational corporations promote the invention and

diffusion of new technologies that minimize the adverse effects of human activities on

the environment. This involves conducting research in order to develop new technologies

that reduce energy consumption, greenhouse gas emissions, and disposal of toxic

substances into the ambient environment. For example, hybrid machinery on agriculture,

organic and environmental-friendly chemical/fertilizer are produced in developed

countries are currently being used in various parts of the world to reduce carbon dioxide

emission, increase the efficiency in farming, plant production and growth.

Despite this positive impact, globalization has also led to serious negative

ecological effects through export-oriented destruction of the environment. The main

negative ecological effects i.e., according to Environmental Defense Fund (EDF), global

rice production contributes to the releasing of damaging greenhouse gases into the

atmosphere, doing as much harm as 1,200 average-sized coal power stations (Opdebeeck

111-120).

Globalization through worldwide conservation efforts encourages people all over

the world to become more conscious of the environment, this includes advertisement,

propaganda, and information dissemination through social media, mass media, and other

advance in communication, Certain environmental organization both local and global

promotes advertisement and information on certain or alternative products that could help

the environment or encourage everyone to boycott a certain products that could harm the

environment. i.e., Global Environmental Institute (GIE) promotes sustainable farming

method in rice production that could lessen the pollutants in agroecosystem. Worldwide

Fund for Nature (WWF) encourage the farmers to boycott the use of inorganic fertilizers.

In this regard, question pertaining to ecologic process which is another

globalization dimension pertaining to global conservation efforts in rice production were

asked to the 100 respondents:

1. “I preferred a rice variety that is grown efficiently, highly accessible to the

public, and cultivated by the farmers around the world”
2. “I preferred a rice variety that is grown in an organic way and has a
reference on international farmers on how it is grown”
3. “I don’t prefer the rice produced by corporation and companies that utilized
high-end cultivational processes”
 Ecologic Process
60

50

40

30

20

10

0
Question 1 Question 2 Question 3

Figure 9: Tallied answered of the 100 respondents on the 3 questions pertaining to

globalization dimension, ecological process

Based on the answer of the 100 respondents to three questions pertaining to

ecological process of globalization dimension, majority of them agree and strongly agree

to the questions pertaining to their preferences over organic/traditional cultivation than

the high-end cultivation that may harm the environment. Respondents prefer a variety of

rice produced by farmers instead of corporation and companies that utilized high-end

cultivational methods. As seen on the bar graph, respondents were seemed to be

conscious of the ecological process of globalization dimension. It has been observed that

they prefer traditional method or organic method of rice cultivation since they reject rice

that is produce through high-end methods which could harm the environment in different

processes.

Economic Process
 Economic globalization refers to the widespread international movement of

goods, capital, services, technology and information. It is the increasing economic

integration and interdependence of national, regional, and local economies across the

world through an intensification of cross-border movement of goods, services,

technologies and capital. Economic globalization primarily comprises the globalization of

production, finance, markets, technology, organizational regimes, institutions,

corporations, and people.

While economic globalization has been expanding since the emergence of trans-

national trade, it has grown at an increased rate due to improvements in the efficiency of

long-distance transportation, advances in telecommunication, the importance of

information rather than physical capital in the modern economy, and by developments in

science and technology. The rate of globalization has also increased under the framework

of the General Agreement on Tariffs and Trade and the World Trade Organization, in

which countries gradually cut down trade barriers and opened up their current accounts

and capital accounts especially on the trade of rice allowing worldwide massive imports

and exports of rice. This recent boom has been largely supported by developed

economies integrating with developing countries through foreign direct investment in

agriculture, lowering costs of doing business especially in rice production, the reduction

of trade barriers. One of the countries who benefitted the economic globalization are the

agricultural country including Philippines where the country able to exports and trade its

agricultural products including aromatic and non-aromatic rice.

Furthermore, there are certain scenario that the national supply of rice decrease

forcing the country to import low price rice from other country although this affects the
local farmers due to the competition in the national market. Consumers on the other hand

may have different perspective and change in preference since the price of the rice is the

first and foremost factor in their decision making. In order to assess the effects of

economic process which is a dimension of globalization that could brought inflation or

deflation, and to the preferences of consumer, the 100 respondents of this study were

asked pertaining to the economic process of globalization:

1. “I think the global pricing of rice whether increasing or decreasing affects my

decision on choosing a rice variety”
2. “I think the global pricing of other necessities such as meat, fish, fruits,
vegetables, and others, whether increasing or decreasing affects my decision
on choosing a rice variety”
3. “I think the increase or decrease of monthly bills such as electricity, water,
and/internet bills affect my decision on choosing a rice variety”

Economic Process
40

35

30

25

20

15

10

0
Question 1 Question 2 Question 3

Figure 10: Tallied answered of the 100 respondents on the 3 questions pertaining to
globalization dimension, economic process
 The economic process of globalization is one of the major factors that affects the

price, fluctuation, and deflation of agricultural products and services price not just to the

Philippines but also throughout the world. 100 respondents were seemed to agree that

their preference with regards to rice varieties including aromatic and non-aromatic rice

were first foremost affected by the price.

However, sudden changes in the price of other necessities including foods that

comes with rice or ‘ulam’ such as meat, fish, fruits, and vegetables doesn’t affect their

preferences. Moreover, this includes the other necessities such as bills for electricity,

water, and internet bills. This implies that their preference or choice to buy rice or rice

varieties including aromatic and non-aromatic is not subjected to the price of other

necessities, they typically set aside a budget on rice since Filipinos’ meal is incomplete

without rice.

Political Process

Political globalization refers to the intensification and expansion of political

interrelations across the globe. ‘The political dimension of globalization’ considers how

these processes raise an important set of political issues pertaining to the principle of state

sovereignty, the growing impact of intergovernmental organizations, and the future

prospects for regional and global governance, global migration flows, and environmental

policies affecting our planet.

Contemporary globalization has led to a permeation of the traditional territorial

borders of nation-states and fostered the growth of supraterritorial social spaces and

institutions that, in turn, unsettle both familiar political arrangements and cultural

traditions. Moreover, Political globalization is the growth of the worldwide political

system, both in size and complexity. That system includes national governments, their

governmental and intergovernmental organizations as well as government-independent

elements of global civil society such as international non-governmental organizations and

social movement organizations. One of the key aspects of the political globalization is the

declining importance of the nation-state and the rise of other actors on the political scene.

The creation and existence of the United Nations is called one of the classic examples of

political globalization.

On the other hand, political process of globalization dimension serves as the

overseeing unit of the other dimension, cultural, economic, and ecologic through global

policies and international law. Although every country has its own sovereignty, political

process of globalization dimension oversees the check and balance in the global scale.

Due to the globalization of politics, it is possible for organizations to operate at a level

that supersedes the state via political integration schemes, states Global Policy. The

largest examples of this are the United Nations and the European Union. Other integrated

organizations include the International Monetary Fund, the World Bank and the World

Trade Organization. Nongovernmental organizations also act on the international

government stage without belonging to any specific government. Global communication

systems are the catalyst for this movement.

In other words, political globalization as one of the dimensions of globalization

affects what policies and law pertaining to internationalization the nation makes for the

betterment of their citizens. Healthy relationship among countries and its leaders provides

opportunities in economic forum which offers policy making in terms of import, exports,

and cooperation to open the influence other globalization dimension. In contrary, conflict

among countries and its leaders creates policy constriction that could close the
opportunities for other globalization dimensions. These could affect the behavior and

perspective including their preferences of the country citizen to another should conflict

arise from one country to another. To assess these 100 respondents were asked to answer

3 questions pertaining to political process of globalization dimension.

1. “I think the global rice policy implemented by the government affects my

preference in buying a rice variety for daily consumption”
2. “I think that the information disseminated from the government affects my
preference in buying a rice variety for daily consumption”
3. “I think the rice given free by the government affects my preference in buying
a rice variety for daily consumption”

Political Process
80

70

60

50

40

30

20

10

0
Question 1 Question 2 Question 3

Figure 11: Tallied answered of the 100 respondents on the 3 questions pertaining to
globalization dimension, political process
 Based on the bar graph above, respondents were seemed to consider the

government acts in response to political globalization. Respondents agree that the policy

created by the government influences their decision making on what variety of rice they

will buy. This is because the policy created by the government is one of the factors of the

sudden inflation or deflation of the rice price, the government policy that restrict or limit

certain supplies of imported rice from the other country leave them no choice to change

their decision on picking a variety of rice whether aromatic or non-aromatic rice.

Furthermore, free rice the government allocate especially in times of disaster does not

affect the consumer preference since they still prefer a variety of rice based on certain

factors.

CONCLUSION AND RECOMMENDATION

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