Abstract

                                The millets or "Nutri-cereals" or superfoods, are highly nutritious and offer various health benefits. Despite their advantages, millet production has declined in India from 2010-11 to 2020-21 at -0.94 Compound Annual Growth Rate (CAGR). This study focuses on assessing the awareness, analyzing the consumption pattern and the factors influencing the consumption of millet products among college students in the YSR (Kadapa) district, Andhra Pradesh. The primary data for the study was gathered through structured interviews with 120 college students from four colleges in the study area. The respondents' demographic, economic, social, psychographic, and behavioral features were analyzed. The study revealed that most respondents (94.17 per cent) were aware of millet based products, and 80.83 per cent respondents were aware through word of mouth from family and friends. Products made with Ragi millet were the most consumed millet products. The health and nutritional benefits was the key factor influencing millet product consumption. The findings can assist businesses in effectively marketing their millet-based products.

Key words : Millet products; Awareness; Consumption pattern; Factors influencing; College students