To determine the acceptability of Grain Utilization Value Added (GUVA) Japonica rice variety developed by the International Rice Research Institute (IRRI) and South Korea’s Rural Development Authority (RDA), home use tests were conducted in n=69 businesses that were using Japonica rice. In general, they were satisfied with the Japonica brands, because they provided them with the particulars needed in their Japanese and Korean dishes. According to them, the value and quality of the Japonica rice justify the price. However, the GUVA Japonica Rice variety’s positive ratings were significantly lower compared to the brands they were used to. This applied to both their overall and attributespecific evaluations. Among the attributes, size, shape, aroma, and stickiness received significantly lower ratings compared to the other Japonica varieties. For them, it was too small, too round, less aromatic, and less sticky which may lead to challenges in preparation consequently affecting the commercial acceptability of the dishes they offer. Even with this experience and perception, they were still willing to consider the GUVA Japonica Rice when it was available in the market. Using the Van Westendorp pricing model, GUVA Japonica yielded a price of PHP 51.00 (1.01 USD) which was competitive. These findings provide recommendations for measures that should be put in place so that value chain players can preserve and maintain quality until the rice reach the business market.

Drawing on psychological reactance theory, this study examines consumers’ reactions to grocery categories’ variety reductions. Results show negative main effects on post-reduction satisfaction with variety and store patronage intentions, which are moderated by grocery category nature and by consumers’ intrinsic need for variety and attitude toward private label brands.