International Journal of Statistics and Applied Mathematics
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2023, Vol. 8, Special Issue 4, Part F

A comparative study on consumer buying behaviour towards ready to eat food of Aashirvaad and nature fresh Atta (Multigrain flour) in Gorakhpur district, U.P


Author(s): Prakriti Srivastava and Dr. Sanjay Kumar

Abstract: Whole wheat flour is becoming more and more popular as more studies point out the health benefits of whole grains and the food sector increases the range of whole grain items it offers consumers. The difficulties with milling and shelf life particular to whole wheat flour are the main emphasis of this review. The diameters of the bran particles in whole wheat flour vary widely because there are no set standards for milling whole wheat flour. Small bran particle size is preferred for non-gluten purposes, and medium bran particle size is best for producing bread, according to the literature. Considering that whole wheat flour includes lipids and enzymes that break down lipids, its shelf life is less than that of white flour. Reduced functioning, taste, and nutritional qualities are caused by lipolytic degradation.
The marketing of flour was negatively impacted by an absence of properly regulated marketplaces and an excessive reliance on middlemen. The main pricing restrictions also include fluctuating prices, low produce prices, and a weak government procurement mechanism. Other obstacles that farmers encounter in marketing include a lack of grading facilities, a lack of accurate weighting and measurement equipment, and a lack of bargaining power.
The findings showed that marginal farmers experience much more difficulties than small and medium producers. According to the study's findings, farmers should always have access to appropriate community storage facilities before harvest time. Block-level information centres should be set up to offer daily updates on regional market pricing as well as grade and standardization standards and other necessary information. The development of road and transport links should be done in a way that connects the villages to the controlled markets. To lessen the impact of intermediaries, farmers should register in controlled markets using their Aadhar cards, and produce should be purchased from these registered farmers or groups of farmers.


Pages: 436-438 | Views: 163 | Downloads: 1

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International Journal of Statistics and Applied Mathematics
How to cite this article:
Prakriti Srivastava, Dr. Sanjay Kumar. A comparative study on consumer buying behaviour towards ready to eat food of Aashirvaad and nature fresh Atta (Multigrain flour) in Gorakhpur district, U.P. Int J Stat Appl Math 2023;8(4S):436-438.

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