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. 2020 Oct 15;38(1):257–270. doi: 10.1007/s10460-020-10159-w

Table 4.

Potential market size of heirloom rice in the Philippines

Income category	No. of families (in 000)^a	Annual consumption of special rice (kg/family)^a	Demand for special rice (metric tons)	Predicted probability of purchasing heirloom rice^b			Demand for heirloom rice (metric tons)
	No. of families (in 000)^a	Annual consumption of special rice (kg/family)^a	Demand for special rice (metric tons)	Mean	[95% CI]		Mean	[95% CI]
	a	b	c = a × b	d			e = c × d
Upper-income group (10th decile)	971	413	259,396	0.251	0.223	0.278	100,657	89,428	111,484
Upper-middle income group (8th and 9th deciles)	1213	339	410,601	0.186	0.171	0.201	76,372	70,213	82,531
Lower-middle income group (bottom 70%)	1955	267	807,415	0.156	0.150	0.163	81,430	78,298	85,084
Total	4139						258,458	237,939	279,099

^aAuthors’ computation from NSO (2010)

^bEstimated from Probit model