Sprouted finger millet as a functional food: Assessing urban consumption patterns and nutritional potential in Coimbatore district

The study examined consumer awareness and purchasing behaviour toward sprouted ragi flour in Coimbatore, Tamil Nadu, India. Through a survey of 200 respondents using convenience sampling, the research revealed significant consumer preference for sprouted ragi flour due to its superior nutritional benefits. The findings indicate that 60 % of surveyed consumers were aware of sprouted ragi flour, with 100 % expressing to pay premium prices (approximately 60 % higher than regular ragi flour). Key findings showed that nutritional benefits (42 %) were the primary driver for consumer adoption, followed by digestibility (32 %). The study identified limited availability as the major constraint (rank I), followed by short shelf life (rank II). Factor analysis revealed three key dimensions influencing purchase decisions: market factors (price, promotions, shelf life, availability), product attributes (health benefits, quality, taste) and brand attributes (reputation, recipes, packaging). The research contributes to understanding consumer behaviour in the health food sector and provides strategic recommendations for manufacturers and retailers in the expanding millet market.