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CONSUMER PERCEPTION AND MARKET SEGMENTATION OF MILLET PRODUCTS – A CASE STUDY OF UTUKUR KRISHI VIGYAN KENDRA IN Y.S.R DISTRICT OF ANDHRA PRADESH

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Title CONSUMER PERCEPTION AND MARKET SEGMENTATION OF MILLET PRODUCTS – A CASE STUDY OF UTUKUR KRISHI VIGYAN KENDRA IN Y.S.R DISTRICT OF ANDHRA PRADESH
 
Creator SRI LALITA, AGEPATI
 
Contributor RADHIKA, P
 
Subject productivity, millets, area, biological phenomena, costs, biological development, sorghum, economics, marketing, markets
MILLET PRODUCTS, UTUKUR KRISHI VIGYAN KENDRA, Y.S.R DISTRICT, ANDHRA PRADESH
 
Description Millets are nutritious small-seeded grasses that are hardy and grow well in dry
zones as rain-fed crops, under marginal conditions of soil fertility and moisture. Millets
comprise of sorghum, pearl millet, finger millet and small millets namely; little millet,
kodo millet, barnyard millet, fox millet and proso millet. For generating demand through
value-addition of processed foods National Agricultural Innovation Project (NAIP) took up
the challenge to increase millets consumption through value chain approach through
Consortium of Directorate of Sorghum Research (DSR) of Indian Council of Agricultural
Research (ICAR), National Institute of Nutrition(NIN), Acharya N.G. Ranga Agriculture
University (ANGRAU). In this regard, to increase the demand for millets, ANGRAU’s
KVKs are playing an important role in training entrepreneurs and developing strategies to
promote and popularize millets.
The study was conducted in Y.S.R district of Andhra Pradesh with the following
objectives:
1. To study trends in area and production of millets in the study area, Andhra Pradesh
and India.
2. To analyse the business feasibility of the firm set up with the support of KVK
Utukur.
3. To study consumer profile, consumer perception and market segmentation for
millet products.
4. To examine the promotional activities of KVK and the firm and its influence on
consumer perception and purchase behavior.
Simple random sampling method was adopted to select 120 consumers of the products
manufactured by Utukur KVK across Kadapa city to elucidate the information. Three
owners of the millet value added products who were supported by Utukur KVK were
interviewed for knowing the financial feasibility of the millet processing firms.
The results of the study showed the compound growth rate of area, production and
productivity of sorghum in Y.S.R district during the period of 2002-03 to 2011-12 was
0.26, 12.61 and 12.33 percent respectively. Whereas compound growth rate of area,
production and productivity of small millets in Y.S.R district during the period of 2002-03
to 2011-12 was 27.31, 28.88 and 1.16 percent respectively.
The Benefit Cost Ratio in processing of millets into multigrain atta, ragi malt, suchi
and sampoorna was 1.033. Whereas the Benefit Cost Ratio in processing millets into
biscuits was 2.84. The Benefit Cost Ratio in processing ragi into ragi vermicelli is the
highest (3.66).
In the consumer profiling of demographic characteristics, most of the people are from
Kadapa district (50%), the gender ratio of male: female is 53:47, most of the respondents
are middle aged, in the age group of 41-60 years (58.33%), and were non vegetarians
(70.83%). The average size of the family is between 4-5 members. Most of the respondents
are well educated to the level of post graduation (71.67%). Majority of the respondent’s is
employees of private or government sector. Most of the respondent’s monthly income is
above Rs. 60,000 (35.8%).
The study showed that consumers’ felt that the prices of millet products was reasonable.
The product attributes like taste, texture and colour are moderately liked by the consumers
for different millet products. The most influencing factor to consume millets is the health
benefits that can be derived from the consumption of these products and the most
influencing member to purchase millet products are the personnel of KVK. The most
influencing promotional activity on buying behavior of consumers is promotion of product
in person.
It is suggested to develop more millet value products to increase the product line. The
marketing channels should be developed to increase the sales of the millet products and
expanded to other areas other than Kadapa. Policy should be drawn to include millets in the
mid-day meals programme scheme, atleast twice in a week.
 
Date 2016-09-14T13:49:14Z
2016-09-14T13:49:14Z
2014
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/76690
 
Language en
 
Relation D9732;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD