Can Millet Consumption be Increased Through Targeted Marketing? A Framework to Assess Market Potential Based on Consumer Preference

This work presents a framework for developing targeted marketing and communication strategies to increase millet consumption. Based on a stated preference analysis, this work utilizes non-parametric tests to identify the targeted demographic factor-specific strategies. These factors include age, gender, household size, annual family income, education qualification, and occupation. Application of the framework in the Indian context reports the stated preferences of occasional and frequent consumers. The case study results indicate that the availability of products, cooking recipes, targeted awareness initiatives, and improved shelf life can increase consumption. This work estimates market sizes and offers actionable recommendations for industry and government.