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.粟类杂粮作为兼具营养与可持续性的粮食品类，正受到越来越多的关注。随着消费者对健康便捷食品需求的不断增长，即食粟类杂粮制品已在市场中广受青睐。本研究旨在分析消费者对即食粟类杂粮制品的购买行为，并明确影响其购买决策的各类因素。本研究聚焦于消费者对粟类即食食品的认知度、消费偏好、健康意识、价格敏感度以及产品可得性等维度。研究通过结构化问卷向消费者收集一手数据，并采用统计工具对数据开展分析。研究结果显示，健康益处、营养价值与食用便捷性对消费者购买行为具有显著影响。本研究同时强调了营销策略与认知推广项目在推广粟类杂粮制品中的重要价值。本研究可为食品生产商与营销人员深入洞察消费者需求、推动粟类杂粮食品的市场普及提供参考依据。