Purchase behaviour of consumers towards ready-to-eat millet based food products in Hyderabad

Abstract

Millets, known for their nutritional value, are now available in modern ready-to-Eat (RTE) forms due to a shift towards healthier eating habits driven by lifestyle diseases. Therefore, it is necessary to understand the consumer awareness of millet-based products and also identify the attributes influencing purchase behaviour of consumer towards millet products to promote nutritious food consumption and combat various health issues affecting this generation. With this background the current study was undertaken to analyse the purchase behaviour of ready-to-eat millet based food products in the study area. Results revealed that, the main reason for purchasing ready-to-eat (RTE) millet based food products are their health advantages, which are followed by flavor, quality, and weight loss and mostly purchased by the respondents of age 36-45. Supermarkets are the main place of purchase, with monthly purchases being the most frequent. Availability of millet based products is generally rated as good, though some consumers report difficulty finding them. Strong customer satisfaction is demonstrated by the majority of respondents high likelihood of making additional purchases of RTE millet based goods after their initial purchase.