A Study on Consumers’ Awareness and Preference towards Millets and Its Products in Vizianagaram District, Andhra Pradesh, India

This study was conducted to understand the buying pattern of consumers and the factors influencing them in the Vizianagaram district of Andhra Pradesh. To achieve the objectives, primary data was collected from 200 respondents using the convenience sampling method. The study shows that 96% of the respondents are aware of atleast one type of millet in the Vizianagaram District of Andhra Pradesh, followed by sorghum, bajra, and korra. Minor millets are of less prominence in the study area. The majority of respondents believe that millets help prevent type 2 diabetes and agree that they are better for health than rice and wheat. The study shows that the main source of information about millets and their health benefits is word of mouth, followed by social media. In the study, it was observed that seniors and adults consume millets more frequently, and most people prefer millets for dinner followed by breakfast. The accessibility of the millet products was found to be low and needs improvement. The most preferred platforms to purchase value-added products of millets are supermarkets, and for raw millets, Kirana stores are preferred. In the study area, consumers are eating millets such as ambali, sangati, korra rice, korra payasam, laddu, kichadi, and upma. Few consumers stated that they are using ragi, korra in dosa batter along with pulses and rice. Snacks such as cookies, chips, and murukulu are highly preferred by consumers. Accordingly, this study proposes suggestions to develop millet products and the use of promotion strategies to increase consumption.