Market Dynamics and Consumer Insights for Value-added Pearl Millet Products: Empirical Evidence from Rajasthan, India

Abstract

The study provides an overview of the study on consumer preference and consumption patterns of value-added pearl millet products in Rajasthan. The research focused on identifying consumer preferences, understanding consumption patterns, and evaluating buying behavior based on individual preferences. The study includes various value-added pearl millet products such as cookies, cakes, bakery items, different varieties of batters, ready-to-eat items like khakhra, dhokla, puffs, and liquid items like lassi. Analysis was done using chi-square and weighted average method. Major findings from the study were that educated consumers showed a higher preference for pearl millet products. The largest consumer group had a monthly income of less than ₹10,000. Pearl millet cookies, cakes, and other bakery items were the most preferred products. The preferred channel for purchasing value-added pearl millet products was retail/grocery stores. Also, the most influential factor in consumer purchasing decisions was nutritional value. Factors such as price, flavor, packaging, and color had a relatively lower impact. This study offers guidance on consumers way of demand to businesses involved in the processed millet product industry.