Analyzing the Factors Influencing Consumer Purchasing Decisions for Millet Foods

This study aims to explore the multifaceted factors influencing consumers’ purchasing decisions for millet-based foods, focusing on the impact of price, product attributes, accessibility, health and nutrition benefits, awareness, and promotional efforts. A diverse sample of 415 consumers was selected using a multi-stage sampling technique, ensuring representation across various demographic groups. The research employed a descriptive design. Data collection was conducted through structured questionnaires and focus group discussions. Quantitative data were analyzed using a range of statistical tools, including percentage analysis, reliability analysis, correlation analysis, regression analysis, t-tests, ANOVA, chi-square tests, and structural equation modeling (SEM). The findings reveal that price, product factors, accessibility, health and nutrition benefits, awareness, and promotional efforts significantly influence consumer purchasing decisions for millet products. Demographic variables such as age, gender, and income were also found to significantly affect consumer preferences. Practical implications of these findings suggest that marketers and producers should focus on enhancing consumer awareness about the health benefits of millet, improving product accessibility, and designing effective promotional strategies that highlight nutritional value and address price sensitivity. Future research should delve into the psychological mechanisms underlying consumer attitudes toward millets, conduct longitudinal studies to track behavioral changes over time, and explore the impact of cultural factors on millet consumption.