A STUDY ON UNDERSTANDING CONSUMER BEHAVIOUR: THE NEW TREND IN INGREDIENT MARKETING-MILLETS

DOI: https://doie.org/10.65985/APER.2026946320

Authors:

Dr. Chitra Ramanan, Dr. Shalini Gulecha, Dr. Swati Checker, Prof Manoj Bagesar

Keywords:

Millet; Nutritional value; Consumer behaviour; Food policy; Sustainable food systems

Abstract:

Despite the availability of over 250,000 edible plant species globally, modern human diets remain disproportionately dependent on three dominant staple crops: wheat, maize, and rice. Millet, a heritage grain with a long-standing history of consumption dating back to the Song Dynasty (960–1279 CE), represents a resilient, sustainable, and nutritionally rich alternative. Recognized as a staple across diverse cultures for centuries, millet offers a substantial source of carbohydrates, protein, dietary fiber, vitamins, and essential minerals. Its nutritional composition and environmental adaptability position it as a promising contributor to food security and sustainable dietary transitions. In light of escalating challenges associated with climate change, water scarcity, and global population growth, millet’s potential role within sustainable food systems is gaining increasing relevance. However, the effective integration of millet into contemporary dietary practices requires a comprehensive understanding of consumer acceptance dynamics. This study employs a qualitative research methodology to explore the personal, social, cultural, economic, and psychological factors influencing consumer decision-making processes related to the adoption, utilization, and incorporation of millet into existing dietary patterns. The findings provide critical insights into the determinants of consumer acceptance of millet as an alternative food source. The study contributes to ongoing discussions in food policy and consumer behaviour research and offers implications for the design of strategies aimed at promoting sustainable food systems and healthier dietary choices.

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