International Journal on Science and Technology

E-ISSN: 2229-7677   •   Impact Factor: 9.88

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Understanding Consumer Perception And Factors Influencing Consumption Of Millets And Millet-Based Products

Author(s) Manpreet Kaur, Gagandeep Banga
Country India
Abstract This study was carried out with the aim of studying consumer perception and factors influencing the consumption of millets and millet-based products in Ludhiana city. A descriptive research design was formulated which guided the collection and analysis of data. The population for the study consisted of all consumers in Ludhiana city. A total sample of 200 consumers was selected for the study. Primary data was collected with the help of structured and non-disguised questionnaire. The study results revealed that most of the respondents preferred millets and millet-based products because of their high quality, good nutritional content, and several health benefits. Consumers perceive millet products as high-quality and nutritionally beneficial (mean score 4.01), though awareness of specific benefits like low glycaemic index and gluten-free nature is lower. Factor analysis identifies three key factors influencing consumption: Health and Nutritional Benefits, Cultural Significance and Accessibility, and Brand Influence, explaining 58.35% variance. Quality, health consciousness, and environmental friendliness are top consumption drivers. Cost, unavailability and lack of awareness were identified as the primary constraints.
Keywords Millets, millet-based products, consumer perception
Field Business Administration
Published In Volume 16, Issue 2, April-June 2025
Published On 2025-04-30
DOI https://doi.org/10.71097/IJSAT.v16.i2.4363
Short DOI https://doi.org/g9g7zc
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