EXPLORING THE KEY DRIVERS OF CONSUMER BUYING BEHAVIOR TOWARDS MILLET-BASED FOOD PRODUCTS: AN ANALYTICAL REVIEW

Abstract

This review paper aims to dwell much on what can be understood as the factors affecting the buying behavior of millet-based food products, with much focus on the complex determinants that define consumers’ choice. The first section looks into the nutritional values of millet-based foods and the perceived health effects, which has value for positioning millet products for health markets. Environmental and sustainability aspect is featured in the second section to illustrate how millets suitable for the current agriculture practices due to its water versatility and climate change resistance. Cultural and socio-economic factors are reviewed to determine the effect of traditional practices and people’s socio-economic status on their perception and use of millets. Furthermore, the customer acceptance and preference of millet-based foods considers the look and feel, taste and texture of the food. Finally, the review presents preventable factors that delay the inclusion of millet in mainstream diets; these are mainly lack of market access, pricing issues and low consumer awareness. It is through the integration of these dimensions that this paper seeks to offer a systematic view of the antecedents that may favor or hinder the consumption of millet-based food products and by extension, develop suitable intervention strategies that may help enhance their consumption in other markets. Keywords: Key Drivers, Consumers, Buying Behavior, Millet Based Food Products, Analytical Review.