1. Compared with other rice brands, Arowana rice has a higher positioning and is relatively expensive. For some consumers, there is an economic burden, so they choose to buy other rice brands with more affordable prices.

2. The market popularity of arowana rice is relatively low. When consumers buy rice, brand recognition has a certain influence on the purchase decision. Consumers know less about Arowana rice, and it is easier for them to choose other more familiar rice brands.