Abstract
Despite the ban on the importation of rice into Nigeria, there seems to be a prevalent preference for consumption of foreign/imported rice by consumers in Akwa Ibom State. Hence, this preference motivates smugglers to bring in the rice from the neighbouring country (Cameroon) into Akwa Ibom State through water broader. This study focused on rice consumers likes/dislikes, market changes and problems faced by local rice produces. It will provide useful information to legislators, producers of rice, marketers and researchers. The study reviewed: the rationale behind the ban on the importation of rice into Nigeria with specific focus on Akwa Ibom State. It also reviewed consumers perception of the quality of locally produced rice, their attitude preferences and factors influencing their choice. Factors contributing to limited patronage of Nigeria rice, strategies for encouraging local producers/marketers, were also examined. Important discoveries reveal among others various factors influencing rice production such as consumers likes purchasing power and the perception of the quality of the rice. Furthermore, laws rules and regulations made by the government and the advertising skills of rice producers create a challenging situation for marketers. Local rice producers in Akwa Ibom State have problems such as: not getting enough capital and lacking other resources to produce in large quantities. This shows that special aid is needed for them to succeed. More support needs to be put in place such as giving grants to farmers, building firms and other infrastructure for them, provision of fertilizer etc. This will make the local rice business stronger and viable. In practice, Nigeria rice producer and sellers can concentrate on branding, making sure the quality is good and improve on marketing strategies in order to increase the patronage of produced-in-Nigeria rice. It is also important for Nigeria rice producers to study consumers likes and preferences, government programmes on local rice farmers and exploring alternative methods of rice cultivation that benefit the environment. These and others if implemented are likely to improve the faltering fortune of the rice industry in Nigeria by way of improving demand and discouraging illegal importation.