International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 4 (July-August 2026) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 4
July-August 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Customer Perception and Buying Behavior Toward Millet Products

Author(s) Mr. Aditya Pratap Singh, Ms. Saumya Pandey
Country India
Abstract Millets (“Shree Anna”/nutri-cereals) are increasingly recognized for their nutritional advantages and role in sustainable agriculture. However, consumer purchase behavior remains shaped by awareness, perceived health benefits, affordability, product availability, and perceived variety. This study analyzed customer perception and buying behavior toward millet products using a survey of 207 respondents. Data were collected through a Google Forms questionnaire distributed via email and WhatsApp using random sampling. Descriptive results show high awareness (90.3% had heard of millets) and favorable perceptions of healthfulness (67.6% reported “much healthier” compared to other grains) and affordability (82.6% reported millets as affordable). Challenges reported included limited store availability (48.3%) and lack of awareness on how to cook millet (31.4%). Correlation and paired testing results suggest a weak but positive relationship between awareness and consumption-related factors, supporting the hypothesis that increased awareness and knowledge are associated with greater likelihood of purchasing millet products. The findings imply that demand can be strengthened through targeted education, improved retail accessibility, and expanded product availability
Keywords Millet Products, Consumer Purchase Behavior, Awareness and health Perception
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-12
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 4Cover Page Vol 8 Isu 3Cover Page Vol 8 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals