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CONSUMER ACCEPTABILITY AND DEMAND FOR HEALTH FOODS. A STUDY OF MILLET BASED ANGRAU-FOODS IN METRO HYDERABAD

KrishiKosh

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Title CONSUMER ACCEPTABILITY AND DEMAND FOR HEALTH FOODS. A STUDY OF MILLET BASED ANGRAU-FOODS IN METRO HYDERABAD
 
Creator CHAN SULTHANA, P
 
Contributor ALDAS JANAIAH
 
Subject productivity, biological phenomena, sorghum, processed plant products, millets, bakery products, flavouring, sampling, markets, wheats
CONSUMER, ACCEPTABILITY, DEMAND, HEALTH, FOODS, MILLET, ANGRAU-FOODS, METRO, HYDERABAD, Health foods, Awareness, Acceptance, Perception.
 
Description Health foods are gaining popularity among the consumers because of the
scientific linkage between food intake and human health. The rise in demand for healthy
foods globally is mainly due to the increase in the life style diseases like diabetes,
obesity, cardio vascular diseases, and cancers and, in India too there is a similar trend.
Millets are considered as nutritious and treasure house of many health benefiting
compounds. Millets are considered as nutri-cereals. Commercialization of the millet
products is the only way for increasing consumption of these millets as the present day
consumer demands convenience foods for various reasons.
This study assessed, the awareness, perception, acceptance and demand for
millet food products.The consumers were interviewed personally by using questionnaire
about the acceptability of ANGRAU FOODS branded millet foods. Two hundred
consumers were selected randomly from different areas of Hyderabad. Data was
collected from the consumers about their food habits, food budget, awareness about
millet foods, and acceptance of ANGRAU FOODS before cooking and after cooking
etc.,. Rajendranagar, Santhoshnagar, Kachiguda, Nallakunta, Banjarahills, Ameerpet,
Mehidipatnam, Kukatpally and LB Nagar were purposively selected representing
different areas of Hyderabad. Secondary data on trends, production and yield of coarse
cereals and sorghum was collected from Ministry of Agriculture, GOI and Directorate
of Millets Development. The data collected was analyzed by using simple averages,
frequencies. Garrett ranking technique was used to study the reasons for the consumers
to shift in consumption of sorghum food products.
The findings of the study revealed that all respondents have agreed that the
jowar based products are healthy, nutritious and suitable for all members (Child, Adult
and Old members) in the family. Based on the consumer acceptance survey analysis it
was revealed that all the products scored ‘Excellent’, however there is a need for larger
consumer acceptance to increase the consumption of the millet products. The targeted 8
Jowar products in the survey were viz., multigrain atta, vermicelli, biscuits, flakes and
suji fine, suji coarse, pasta and noodles.
The attributes of millet foods, like appearance, texture, thickness, flavor, and
color of jowar multigrain atta, vermicelli, biscuits, flakes, suji fine, suji coarse, pasta
and noodles were ranked excellent by most (85 percent) of the respondents in raw form.
The attributes of cooked millet foods like appearance, texture, flavor and
easiness in the cooking of flakes, suji fine, suji coarse, pasta and noodles were ranked
excellent, followed by good by most ( 80 percentage) of the respondents.
The results showed that above 80 per cent of respondents opined that jowar
products are similar with traditional products in raw form, taste and in the preparation
process. Few( 80 percent) respondents also opined that jowar products are better than
traditional products in raw form and taste.
Children group can be targeted for jowar biscuits as 90 per cent responded that
they like biscuits very much. Whereas jowar multi grain atta, biscuits, vermicelli and
flakes can be targeted to adults and jowar flakes can be targeted to old age people.
More than 85 respondents opined that The ANGRAU FOODS packaging was
very good in terms of convenience, attractiveness and adequacy of information
available.
Due to the higher education levels, increasing disposable income and health
conscious of the customers they are purchasing these products. Further, it was observed
that the consumer purchase behavior for millet foods was also due to their health
benefits, nutritive value and quality. TV/Radio and hoardings and other display
materials are more eye catching and attractive, therefore they have highly influenced in
generating customer's awareness. For more visibility and access ANGRAU FOODS
should be placed in supermarkets. Similar products from other millets like ragi, bajra
and foxtail millets can be made available. Lack of right publicity to generate awareness
among the consumers and the competition from traditional food preparations is acting
as a major marketing constraint.
 
Date 2016-09-12T13:49:21Z
2016-09-12T13:49:21Z
2014
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/76433
 
Language en
 
Relation D9698;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD