Consumer perception and factors influencing consumption of millets
Keywords:
Millet, Consumption pattern, Consumer behaviour, Factors, Purchase intention, Awareness, KeralaAbstract
Consumers’ purchase intention and preferences are influenced by price, quality, health-related benefits, and awareness about the product. This paper aims to know and understand the consumer perception of millets and to recognize the factors that influence their purchase. The primary data was collected through an online questionnaire covering fourteen districts of Kerala, India. Factor Analysis, Friedman test, T-test, and One- way ANOVA were used for testing the objectives and hypothesis. Factors identified were grouped as perceived value, essential nutrients, and a healthy lifestyle. Friedman test revealed that there wasa significant difference among the mean values of most nutritious cereals, and maize was the most preferred cereal over others in Kerala. Based on the findings, the study recommends certain strategies like food manufacturing companies could introduce variety of millet-based snacks. In addition to this, the concerned food and health department could also devise certain policies that would be aimed at promoting millet-based food.References
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