Rice is remains an important crop in Africa, which serves as food for a large percentage Africa’s population and has the potential to help reduce poverty and alleviate food insecurity. Educating farmers to increase competitiveness via branding will help mitigate risk and increase farmers income. This study accesses risk perception and analyse branding as a risk mitigation tool among rice producers in the Volta Region of Ghana. The study relied on a structured question to elicit response from 395 rice producers via convenience and purposive sampling. Ordinary least square (OLS) was used to analyse effect of branding on local rice producer’s risk and factor analysis was used to examine perception of risk faced by rice producers. Branding was found to decrease producers risk whiles variety in prices and type of rice produced increases producers risk. Hence the study recommends that effective branding can be used as a risk mitigation tool for rice farmers.

Citation: Edinam Fred Degboe, Nicholas Oppong Mensah, Jeffery Kofi Asare,  Tekuni Nakuja,  and  Frank Osei Tutu (2021) Assessing risk perception and determinants of branding as a risk mitigation tool among rice producers in Ghana, Global Journal of Agricultural Research , Vol.9, No4, pp.1-24

Keywords: Branding, Factor analysis, OLS regression, risk mitigation, risk perception