B. PADMAJA*, N. KRISHNA PRIYA, A. VEERAIAH AND B. RAMANA MURTHY

Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati-517 502.

ABSTRACT

The study was conducted in YSR Kadapa, Andhra Pradesh, investigates the factors influencing the buying behaviour of consumers regarding millet-based products. The research comes at a significant time, as the year 2023 has been designated by the United Nations General Assembly as the International Year of Millets (IYOM), recognizing the importance of millets in addressing global challenges like food security and nutrition. The study revealed that consumers in the region are increasingly drawn to millets due to their health benefits and cultural significance. Factors such as health benefits, high nutritional value, and their role in traditional diets play a pivotal role in influencing consumer preferences. However, challenges like limited availability and taste concerns need to be addressed to encourage wider acceptance. By focusing on the factors influencing consumer buying behaviour and promoting millet cultivation through government initiatives, the millet industry can flourish and contribute to the well-being of people in the region and beyond, while preserving the legacy of millets.

KEYWORDS: Millet based products, Factors, Buying behaviour.