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.

ABSTRACT
INTRODUCTION
    1. Farmer Trials
    2. Consumer Acceptability Tests
    3. Japonica Rice and the Business Market
MATERIALS AND METHODS
    1. Home Use Test
    2. Importance Matrix
    3. Comparative Analysis
    4. Van Westendorp Pricing Model
    5. Digital Retail Audit
RESULTS AND DISCUSSION
    1. Market Situationer
    2. Consumer Behavior
    3. Purchase Behavior
    4. Japonica Product Test Evaluation and Assessment
    5. Perceived Price
    6. Research Implications
적 요
ACKNOWLEDGMENTS
REFERENCES

• Renen Szilardo C. de Guzman(Department of Agribusiness Management and Entrepreneurship, University of the Philippines Los Baños) | 레넨 실라르도 C. 데 구즈만 (필리핀대학교 로스바뇨스캠퍼스 농업경영 및 기업가정신학부) Corresponding author
• Jewel Joanna S. Cabardo(Department of Agribusiness Management and Entrepreneurship, University of the Philippines Los Baños) | 쥬얼 조안나 S. 카바르도 (필리핀대학교 로스바뇨스캠퍼스 농업경영 및 기업가정신학부)
• Dong-Soo Park(Department of Southern Area Crop Science, NICS) | 박동수 (국립식량과학원 남부작물부)
• Jung-Pil Suh(International Rice Research Institute, College, Los Baños) | 서정필 (국제미작연구소)