6 - Consumer Acceptability of Processed RTE/RTC Sorghum-based Products

Summary

About the Research

The consumer acceptability test is conducted under the study titled ‘Sorghum: An Emerging Cash Crop: Consumer acceptability of processed RTC/RTE Health foods’. The core objective of the study was to understand the following parameters: consumer behaviour on the acceptance of the products, consumer profiling with delineation of specific target segments in selected cities, advising on positioning, providing inputs on branding, communication strategy, pricing, and distribution strategies. The study was conducted for five jowar-based food products, namely, jowar-rich multigrain atta, jowar vermicelli, jowar rawa, jowar flakes, and jowar biscuits.

Sampling and Methodology

The cities chosen for the study were Hyderabad, New Delhi, and Pune. Based on the statistical significance level, respondents/samples from over 400 household were covered in each city. Except jowar biscuits, all other products require cooking prior to consumption. Each household was provided with a sample kit containing jowar-rich multigrain atta, jowar vermicelli, jowar rawa, jowar flakes, and jowar biscuits. Information on various factors was collected from the respondent in two stages, factors being packaging, product attributes before and after cooking, and experience while preparation and consumption. A structured questionnaire was used to get the information. In Stage-1, information pertaining to demographic profile (age, family size, dietary preference, income level, number of employed members, number of children, number of elders, and occupation of the lady members of the household) was collected.