Millet Purchase and Consumption Behaviour- Exploratory Evidence from Southern India

Millets have been considered to be noble grain since time immemorial.During the evolution of humankind, the popularity, purchase and consumption pattern of millets has seen several transitions.In this context, the present study aimed to understand millet purchase and consumption behaviour in the Southern Indian context.Using a structured online questionnaire, data were collected from the respondents above 18 years of age and involved in the purchase or consumption of millet at least once.Insights on purchase decision makers of millets, purchase outlet of millets, frequency of purchase, money spent on millets purchase, most preferred millet types, frequency of cooking millets at home, preferred meal period to consume millets, cuisine preference to cook millets and the main reason for consuming or purchase millets is reported.The results reported in the study will be beneficial for millet marketers, retailers and other millet-promoting organizations to understand the purchase and consumption behaviour and take actions that will be mutually valuable.