Consumer Purchase Patterns for Millet-Based Food Products: An Empirical Analysis of Awareness, Attitude and Buying Behaviour

Abstract

Millets are nutrient-rich, climate-resilient cereals with significant potential to support nutritional security, sustainable agriculture, and diversified food systems in India. This study examines consumer buying behaviour, awareness, preferences, satisfaction, and market trends associated with millet-based food products. A descriptive research design was adopted, using primary data collected through a structured questionnaire from 105 respondents selected through convenience sampling. The data were analysed using percentage analysis, the chi-square test, and Karl Pearson’s coefficient of correlation. The findings indicate strong consumer interest in millet products, with 96% of respondents expressing a preference for purchasing them and 93% perceiving millets as healthier than other grains. Health benefits were the major motivation for consumption, while friends and family were identified as the strongest influence on purchasing decisions. However, 79% of respondents reported difficulty finding millet products locally, indicating an important market-access constraint. The statistical analysis further established significant relationships between age and purchase-influencing factors and between awareness of health benefits and perceptions of millet healthiness. A positive correlation was also observed between knowledge of millet products and their perceived health benefits. The study concludes that improving product availability, consumer awareness, product variety, packaging, quality assurance, and market visibility can strengthen millet adoption and contribute to better nutrition and sustainable agricultural development.