As per the stated objective, the study required conducting a primary survey among the households in Hyderabad, New Delhi, and Pune. The consumers were provided with a sample kit (containing five jowar-based products like multigrain atta, jowar vermicelli, jowar flakes, jowar suji/rawa/semolina, and jowar biscuits) and were advised to evaluate the product on the parameters like packaging, physical appearance, and other cooking and consumption parameters like the product attributes before and after cooking, and experience encountered while preparation and consumption. The feedback of the consumers on various factors was captured through a structured questionnaire. The consumers provided their acceptability rating on the product attributes, including packaging, appearance, colour, smell, texture, preparation process, taste, etc., during both raw as well as cooked forms using 5-point hedonic scale (5 = Liked very much, 4 = Liked moderately, 3 = Neither liked nor disliked, 2 = Disliked moderately, and 1 = Disliked very much). Consumers rated prior awareness on jowar and its benefits and their decision to purchase or not on binary (yes/no) scale.

Sampling Plan

Sampling method

A combination of random sampling and partial judgement sampling method was adopted for the selection of the respondents because of following two criteria.

1. a. The targeted respondents belonged to households/families. Other segments of population such as bachelors/caterers were also covered, though at a minor level.

2. b. Certain segments were deliberately left out like slums, BPL population, and highly affluent class so as to avoid skewedness in the sample.

Respondents were classified into four groups/segments, based mainly on socio-economic status comprising income level, education, food habits, etc. The criteria for the sample selection included higher-income group, higher middle-income group, middle-income group, minority groups, and food habits (vegetarian/non-vegetarian).