From Farm to Fork: Analyzing Consumer Attitudes Toward Millet Cultivation and Consumption in Palakkad

Abstract

The study examines customers’ awareness and knowledge of millet production and its nutritional and environmental benefits, consumer preferences and purchase behaviour, and factors influencing the acceptance of millet-based products among customers. Primarily, the aim is to measure the levels of awareness, ascertain the preference of consumers and work out the ways for adoption of millet.
The researchers employed a quantitative study with analytical and descriptive design. An appropriate questionnaire was prepared and data was collected from 81 respondents selected through stratified sampling for various age groups. Statistical measures were performed on SPSS software using one-way ANOVA, one-sample t-tests, and Friedman test.
Millet production awareness and knowledge of customers is significantly different according to the age of customers. Younger groups have less awareness than older groups, suggesting a need for effective targeted awareness campaigns. Consumer opinions revealed positive perceptions for millet products as cheap, available and versatile, and with large differences from the test value (p < 0.05). According to the study, awareness campaigns topped the chart, and social recommendations came second.
Promotional strategies, branding, and social endorsements play a critical role in awareness and acceptance of millets. It means that producers and marketers must create awareness campaigns that will enhance product visibility and affordability. According to the study, gaps in customers’ awareness and leveraging influential factors can be beneficial for millet consumption. Also, it can promote better and sustainable eating.