International Journal of Current Microbiology and Applied Sciences (IJCMAS)
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National Academy of Agricultural Sciences (NAAS)
NAAS Score: *5.38 (2019)
[Effective from January 1, 2019]
For more details click here

ICV 2018: 95.39
Index Copernicus ICI Journals Master List 2017 - IJCMAS--ICV 2018: 95.39
For more details click here

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PRINT ISSN : 2319-7692
Online ISSN : 2319-7706
Issues : 12 per year
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Editor-in-chief: Dr.M.Prakash
Index Copernicus ICV 2017: 100.00
NAAS RATING 2018: 5.38

Int.J.Curr.Microbiol.App.Sci.2019.8(10): 223-236

Buying Behaviour of Consumers towards Millet Based Food Products in Hyderabad District of Telangana, India
P. Alekhya1 and A. Raj Shravanthi2*
1Green Fields Institute of Agriculture, Hyderabad, India
2School of Agri-Business and Rural Management, Dr. Rajendra Prasad Central Agricultural University, Pusa (Samastipur) – 848 125, India
*Corresponding author

Millets are not only powerhouses of nutrients; they also play the role of hedging against several insecurities (food, fodder, fiber, health etc). However the cultivation of millets has declined in recent years, which has to be revived due to its nutritional benefits and the consumers should be encouraged to include millets in their regular diet to fight malnutrition. Therefore it is necessary to understand the consumer acceptance of millet based products and also identify the attributes influencing buying behaviour of consumer towards millet products to achieve nutritional consumption of food and to fight several health complications of this generation. With this background the current study was undertaken to identify the factors influencing buying behavior of millet products among sample consumers and to assess consumer acceptance of millet products offered by different organization in the study area. To meet the objectives data was collected from 100 consumers across the Hyderabad city of Telangana. Results revealed that income of the respondents was not influencing the purchase of millet based products. Among all the channels of information dissemination on health benefits of millet products, social media has more influence as it can reach all the age groups easily. It was also found that health benefits was the major factor influencing the consumption of millet based products by the respondents in the study area which is in support of the fact that millets are one of the world’s healthiest foods. Majority of the millets were having high price and very few millets were having reasonable price which was affecting the purchasing decision of the consumer especially in the case of brown top millet. All the millets were frequently available in the market except brown top millet which was rarely available and there was demand from the respondents for brown top millet because of its multiple health benefits. Majority of the respondent’s ranked flavour as a major attribute for consumer acceptance of the millet based product. Therefore the flavour part in millet based products should be enhanced to increase consumer acceptance by addition of natural or artificial essence.

Keywords: Millets, Consumer acceptance, Millet based products, Nutritional benefits Areca nut, UHPLC, Redox titration, Vitamin B6, Vitamin C
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How to cite this article:

Alekhya, P. and Raj Shravanthi, A. 2019. Buying Behaviour of Consumers towards Millet Based Food Products in Hyderabad District of Telangana, India.Int.J.Curr.Microbiol.App.Sci. 8(10): 223-236. doi: