Author(s): Mohanraj T, Balaji P, Karthikeyan C, Vidhyavathi A and Kathiravan M

Abstract: Consumer preference towards sustainable Agri-value added food products are increasing and ready to give a higher price (Cecchini et al. 2018). The present study investigates consumer preferences for millet-based value-added products in Northern Tamil Nadu. This study examines the socio-economic traits of sample respondents, awareness about millet products, willingness to pay and purchasing patterns. 60 sample respondents were interviewed using a well-structured and pre-tested interview schedule. Percentage analysis was used to evaluate the socio-economic profile of the sample respondents, awareness, willingness to pay, purchase frequency, and perception towards millet-based value-added products. Study results reveal that all the sample consumers are well aware of millet flour and the health mix was 92%. Quality and nutrient content were the major attributes of consumer preference for food products. (Balaji Parasuraman et al., 2021). The majority of the consumers perceived that value-added millet products have substantial nutritional value (88%). More than half of the sample respondents perceived that it has antioxidant properties. More than forty percent of the sample respondents are willing to pay more (21-30%) for both the ready to cook as well as ready-to-eat millet-based value-added products. Descriptive statistics and exploratory factor analysis were used to find the factors that influence consumers to choose millet-based value-added products. Study results reveal that sample consumers' families used to consume an average of around 4.3 kgs of millet. The typical family income ranged from Rs. 15,000 to Rs. 80,000, with an average of about Rs. 45,400. Families usually consisted of about 5 members, and the average age within these families was around 36 years, ranging from 23 to 62 years old. The selection of marketing channels was influenced by socio-economic and demographic factors such as age, education, and occupational position. (Balaji et al., 2001). The consumption of millet-based value-added products was influenced by higher family income, a larger family size, and older age. Consumer choice and some socio demographic factors, including marital status, having children, family size, and family yearly income, are significantly correlated with family income and expenditure, consumption expenditure, and frequency of purchases in a month. (Balaji Parasuraman et al., 2022). Families with more income, more members, and older individuals tended to consume more millet-based value-added products.

DOI: 10.22271/maths.2023.v8.i5Sb.1176

Pages: 110-115 | Views: 307 | Downloads: 16

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