J.T. MALLIKA*, N. VANI AND N.T. KRISHNA KISHORE

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

ABSTRACT

Growing lifestyle diseases have pushed consumers towards eating healthy and quality foods. With the rich nutritive value and their adaptability to grow in various climatic conditions, it is inevitable to change the food habits towards millet based food systems. This is evident from the recent surge in demand for millets among consumers. So understanding the factors influencing millets consumption millet purchase is the need of the hour. The study was purposively carried out in Tirupati city of Andhra Pradesh. Data were collected from 120 sample respondents using a random sampling technique. The result of the study showed that most of the respondents consume millets and their products for their health and nutritional benefits.

KEYWORDS: Branding, Purchase pattern, Millets.