Consumer perception and factors influencing consumption of millets

Aiswarya R Mohan, Amal George, Ginu George

Abstract


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.


Keywords


Millet, Consumption pattern, Consumer behaviour, Factors, Purchase intention, Awareness, Kerala

Full Text:

PDF

References


Abisha, K., & Kannan, D. (2018). Consumer awareness and satisfaction towards organic products in Palakkad district - Kerala. International Journal of Applied Research, 4(2), 63-69. Retrieved from http://www.allresearchjournal.com/archives/2018/vol4issue2/PartB/4-1-38-344.pdf

Alekhya, P., & Shravanthi, A. R. (2019). Buying Behaviour of Consumers towards Millet Based Food Products in Hyderabad District of Telangana, India. International Journal of Current Microbiology and Applied Sciences, 8(10). doi:https://doi.org/10.20546/ijcmas.2019.810.023

Bachar, K., Mansour, E., Khaled, A. B., Abid, M., Haddad, M., Yahya, L. B., . . . Ferchichi, A. (2013). Fiber Content and Mineral Composition of the Finger Millet of the Oasis of Gabes Tunisia. Journal of Agricultural Science, 5(2). doi:10.5539/jas.v5n2p219

Barratry, D., & Rajapushpam, R. (2018). A study on perception of millet products among houshold consumers in Salem District. IOSR Journal of Business and Management, 20(8), 67-76. doi:10.9790/487X-2008046776

Behera, M. K. (2017). Assessment of the State of Millets Farming in India. MOJ Ecology & Environmental Science, 2(1). doi:10.15406/mojes.2017.02.00013

Bellundagi, V., Umesh, K., Roopa, H., & Ravi, S. (2016). Application of conjoint analysis for consumer preference evaluation in ragi in Karnataka. Indian Journal of Economics and Development, 4(10). doi:10.5958/2322-0430.2017.00162.7

Bharathy , D., & Rajapushpam, R. (2020). A study on purchasing behaviour of millet products among consumer on Salem Region. International Journal of Scientific and Technology Research, 9(2). Retrieved from http://www.ijstr.org/final-print/feb2020/A-Study-On-Purchasing-Behaviour-Of-Millet-Products-Among-Consumer-On-Salem-Region.pdf

Chakrabarti, S. (2010). Factors influencing organic food purchase in India - expert survey insights. British Food Journal, 112(8), 902-915. doi:10.1108/00070701011067497

Cheng, Z., & Larochelle, C. (2016). Estimating household demand for millet ans sorghum in Niger and Nigeria. ICRISAT - Socioeconomics Discusiion Paper Series, Series Paper Number 39. Retrieved from http://oar.icrisat.org/9529/1/Cheng_Larochelle_2016_ISEDPS_39.pdf

Chitra, D. I., & Sulaiman, D. (2017). A study on consumer awareness and consumption of minor millets as a diabetic food product - with reference to Madurai City. International Journal of Advanced Scientific Research & Development, 4(1), 38-44. Retrieved from https://d1wqtxts1xzle7.cloudfront.net/54533695/A_Study_on_Customer_Awareness_and_Consumption_of_Minor_Millets_as_a_Diabetic_Food_Product.pdf?1506365425=&response-content-disposition=inline%3B+filename%3DA_Study_on_Customer_Awareness_and_Consum.pdf&Expires

Costell, E., Tarrega, A., & Bayarri, S. (2010). Food Acceptance: The role of consumer perception and attitudes. Chemosensory Perception, 3, 42-50. doi:https://doi.org/10.1007/s12078-009-9057-1

Dhevika, D., & Saradha, J. (2018). Health awareness about Organic Cereals and millets among women college teachers, Tirruchirappalli. Journal of Exclusive Management Science, 7(10), 1-8. Retrieved from https://www.academia.edu/44197357/Health_Awareness_about_Organic_Cereals_and_Millets_among_Women_College_Teachers_in_Tiruchirappalli

Dholakia, J., & Shukul, M. (2012). Organic food: An assessment of knowledge of homemakers and influencing reasons to buy/not to buy. Journal of Human Ecology, 37(3), 221-227. doi:10.1080/09709274.2012.11906467

Ganguly, S. (2016, February 1). Here's why brands think corn is healthy for you. Retrieved from Brand Equity from The Economic Times: https://brandequity.economictimes.indiatimes.com/news/business-of-brands/heres-why-brands-think-corn-is-healthy-for-you/50800814

Harshitha, H., & Jayaram, D. (2019). Consumers preference for value-added products of finger millet (Eleusine coracana). Indian Journal of Economics and Development, 7(9), 1-4. Retrieved from https://www.academia.edu/40316029/Consumers_preference_for_value_added_products_of_finger_millet_Eleusine_coracana_

ICRISAT. (2019). Retrieved from Bringing back millets - the super crop of our ancestors: https://www.icrisat.org/a-short-history-of-millets-and-how-we-are-recognising-their-importance-in-the-modern-context/

Ijupka. (2018). Amazonian Lifestyle. Retrieved from 8 Major factors that influence our food choices: https://amazonianlifestyle.com/8-major-factors-that-influence-our-food-choices/

Kalaiselvi, A., Fathima, L. R., & Parameswari, M. (2016). Awareness and Consumption of Millets by Women - A Study on Coimbatore city. Indian Journal of Applied Research, 6(2). Retrieved from https://www.worldwidejournals.com/indian-journal-of-applied-research-(IJAR)/recent_issues_pdf/2016/February/February_2016_1454142343__27.pdf

Kammar, M. R., & Vanishree, S. (2017). Entrepreneurship development promotion through millet processing in Raichur district of Karnataka State, India. Plant Archieves, 17(2), 1460-1462. Retrieved from https://www.researchgate.net/publication/321151933_ENTREPRENEURSHIP_DEVELOPMENT_PROMOTION_THROUGH_MILLET_PROCESSING_IN_RAICHUR_DISTRICT_OF_KARNATAKA_STATE_INDIA

King, S. (2018). SFGATE. Retrieved from What are four things that can affect food choices?: https://healthyeating.sfgate.com/four-things-can-affect-food-choices-3699.html

Kunhikannan, A., & Ramachandran, D. (2016). Consumers's awareness and attitude towards organic food products in Coimbatore City. International Journal of Multidisciplinary Research and Development, 3(9), 147-155. Retrieved from http://www.allsubjectjournal.com/download/2582/3-9-62-626.pdf

Mathanghi, S. K., & Sudha, K. (2012). Functional and Phytochemical Properties of Finger Millet (Eleusine Coracana L.) for Health. International Journal of Pharamaceutical, Chemical and Biological Sciences, 2(4). Retrieved from http://www.ijpcbs.com/files/volume2-4-2012/4.pdf

Michaelraj, P. J., & Shanmugam, A. (2013). A Study on Millets Based Cutivation and Consumption in India. International Journal of Marketing, Financial Services & Management Research, 2(4). Retrieved from http://www.indianresearchjournals.com/pdf/IJMFSMR/2013/April/5.pdf

Odusola , K. B., Ilesanmi, F. F., & Akinloye, O. A. (2013). Assessment of nutritional composition and antioxidant ability of pearl millet (Pennisetum glaucum). American Journal of Research Communication, 1(6). Retrieved from http://www.usa-journals.com/wp-content/uploads/2013/05/Odusola_Vol16.pdf

Pandey, D., Kakkar, A., Farhan, M., & Khan, T. A. (2019). Factors influencing organic foods purchase intention of Indian customers. Organic Agriculture, 9, 357-364. doi:https://doi.org/10.1007/s13165-018-0240-z

Patil, M., & Sankangoudar, S. (2019). Consumption pattern of minor millets among growers and non-growers of minor millets. Journal of Pharmacognosy and Phytochemistry, 8(3), 3726-3729. Retrieved from http://www.phytojournal.com/archives/2019/vol8issue3/PartBC/8-2-447-327.pdf

Patil, S. S. (2013). Impact study on market testing of little millet rice for the diabetics in Hubli Dharwad Region, India. The International Journal of Business & Management, 1(5). Retrieved from http://internationaljournalcorner.com/index.php/theijbm/article/view/127783/88517

Rajput, L. S., Parihar, P., Dhumketi, K., Naberia, S., & Tsuji, K. (2019). Development and Acceptability of Novel Food Products from Millets for School Children. International Journal of Current Microbiology and Applied Sciences, 8(04). doi:https://doi.org/10.20546/ijcmas.2019.804.307

Ranum, P., Rosas, J. P., & Casal, M. N. (2014). Global maize production, utilization and consumption. Annals of the New york Academy of Sciences, 105-112. doi:10.1111/nyas.12396

Rao, B. D., Ananthan, R., Prasanna, K. H., Bhatt, V., Rajeswari, K., Sharma, S., & Tonapi, V. A. (2018). Nutritional and Health Benefits of Nutri Cereals. Rajendranagar, Hyderabad: ICAR_Indian Institute of Millets Research (IIMR).

Shadang, C., & Jaganathan, D. (2017). Consumption pattern and its purchasing behaviour of millets in Coimbatore city. Indian Journal of Applied Research, 7(2). Retrieved from https://www.worldwidejournals.com/indian-journal-of-applied-research-(IJAR)/fileview/February_2017_1485955217__196.pdf

Singh, E., & Sarita. (2016). Nutraceutical and Food Processing Properties of Millets: A Review. Austin Journal of Nutrition and Food Sciences, 4(1). Retrieved from https://austinpublishinggroup.com/nutrition-food-sciences/fulltext/ajnfs-v4-id1077.php#Top

Thakur, S. S., & Sharma, H. O. (2018). Trend and Growth of Small Millets Production in Madhya Pradesh as Compared to India. International Journal of Agriculture Sciences, 10(1). doi:http://dx.doi.org/10.9735/0975-3710.10.1.4983-4986

The Hindu. (2019). Retrieved from State catching up with superfoods:

https://www.thehindu.com/news/national/kerala/state-catching-up-with-superfoods/article26167994.ece


Refbacks

  • There are currently no refbacks.


A KAU publication [CODEN: JTAGEI; ISSN 0971-636X; eISSN 0973-5399]