Consumer perception towards social media promotion of millet-based ready-to-eat products: Evidence from Hyderabad

Abstract

The demand for Ready-to-Eat (RTE) products made from millet is rising as people become more conscious of the need of eating healthily. Social media platforms are crucial for advertising these goods and influencing the purchasing decisions of customers. This study looks at how consumers in Hyderabad feel about millet-based RTE items being promoted on social media. A structured survey was used to gather primary data from 120 customers, and descriptive statistics and Henry Garrett's ranking method were used for analysis. The results show that the majority of respondents are graduates from nuclear households and fall into the 40-50 age range. Millet biscuits (40%) were the most popular RTE millet product, followed by millet laddu (27%) and millet murukku (33%). When it comes to influencing customer purchase behaviour, Facebook came in first, followed by YouTube and Instagram. The most important social media elements influencing consumer perception and purchasing decisions were found to be user reviews and educational content.