This study used an experimental approach involving 144 rice shoppers in Dakar market to assess market value of parboiled rice compared to traditional white rice as consumed in Senegal. Four different rice types produced locally were used in the experiment: one standard rice, Sahel 108 white rice and three alternatives parboiled rice of Sahel 108, 134 and 177. The descriptive analysis shows that the market price of each alternative parboiled rice was over the double of one of the standard rice with a premium estimated at 71% for parboiled rice of Sahel 108 and134, and 129% of Sahel 177 over the standard rice. In addition to the strong preference for broken rice, taste (80%), whiteness (60%) and cleanliness (60%) were revealed as the most important rice criteria in Dakar market respectively. The robust regression analysis suggests that poor and non-educated people are an important market segment for Sahel 108 white rice in comparison to richer and educated consumers who value more the parboiled rice. Word of mouth communication appears to be a potentially marketing strategy to promote Sahel 108 non-parboiled rice in poor households while promoting Sahel parboiled rice among rich and educated households in Dakar in Senegal
