CONSUMER BUYING BEHAVIOUR TOWARDS INSTANT MILLET-BASED FOOD PRODUCTS: A MARKET STUDY

Millets are gaining increasing attention as nutritious and sustainable food grains. With the growing demand for healthy and convenient food options, instant millet-based food products have become popular among consumers. This study aims to analyze the buying behaviour of consumers towards instant millet-based food products and identify the factors influencing their purchase decisions. The research focuses on consumer awareness, preferences, health consciousness, price sensitivity, and availability of millet-based instant foods. Primary data was collected through a structured questionnaire from consumers, and the data was analyzed using statistical tools. The findings of the study reveal that health benefits, nutritional value, and convenience significantly influence consumer purchasing behaviour. The study also highlights the importance of marketing strategies and awareness programs in promoting millet-based products. This research provides insights for manufacturers and marketers to better understand consumer needs and encourage the adoption of millet-based foods.