2026-06-27http://hdl.handle.net/123456789/108504This study used experimental choice modeling to examine farmers’ preferences for inbred and hybrid cultivars with a range of DT characteristics and to explore how these preferences differ among farmers, grouping farmers into ‘classes’ with similar underlying characteristics. This classification is useful in identifying possible market sectors.application/pdfOpen Accessnew technologyattitudespublic sectorfarmerscropsmarket researchricedemandabiotic stresssmallholdersvarietiesprivate sectorbehaviourtolerancebreedingBrief