| Categories of major buyer | Supermarkets | 3 (6.67) |
|
| Institutions | 17 (37.78) | 3 (4.29) | |
| Individual consumers | 2 (4.00) | 67 (95.71) | |
| Retailers | 19 (42.22) |
| |
| Fellow wholesalers | 4 (8.00) |
| |
| Rice Suppliers for traders | Millers | 14 (31.11) | 4 (5.71) |
| Larger scale farmers | 4 (8.89) |
| |
| Purchasing agents/ rural collectors | 25 (55.56) | 14 (20.00) | |
| Farmers’ groups | 2 (4.44) |
| |
| Wholesalers |
| 52 (74.29) | |
| Reasons for unavailability of rice grades demanded by Wholesalers and Retailers | Poor storage/Post Harvest management Practices | 19 (42.22) | 21 (30.00) |
| Inadequate information on market standards by suppliers | 24 (53.33) |
| |
| The unwillingness of consumers to pay | 8 (17.78) | 35 (31.43) | |
| Stiff competition for the right grades | 5 (11.11) |
| |
| Expensive, consumer unawareness | 21 (46.67) | 63 (52.86) | |
| Perception of market fees and licenses on rice businesses by rice actors | Too high costs | 17 (37.78) | 32 (45.71) |
| It takes a lot of time to comply | 3 (6.67) | 29 (41.43) | |
| The process of compliance is bureaucratic | 13 (28.89) | 47 (67.14) |