Identifying the Perceptual Drivers to Attract Attention and Enhance the Choice to Purchase Pearl Millet

Indigenous grains, such as pearl millet, can contribute to alleviating food insecurity in South Africa and addressing the health and well-being of consumers. Stigmatisation and a lack of consumer knowledge about indigenous grains have been found to stifle the consumption of these grains. Therefore, this study aimed to explore South African consumers’ perceived understanding and experience of pearl millet and the external product attributes that attract their attention and steer them towards purchasing and consuming this indigenous grain. This interpretivist phenomenological exploratory study used a qualitative methodology. Small synchronous online focus groups were used to gather the data. The thematic analyses revealed that consumers are generally perceived as uncertain about and lacking experience in the use and consumption of pearl millet, which results from factors such as product unfamiliarity, a lack of knowledge, the product being overlooked in stores, and various assumptions about the grain. Consumers’ perceived willingness to purchase pearl millet may be influenced by several product attraction indicators, including price, packaging, whether it is produced locally, retailer image, and quality-enhancement attributes, which marketers and product developers in South Africa should use to grow consumer interest. This study contributes towards changing the consumer perceived approach to pearl millet by identifying the factors that hamper and limit the choice of pearl millet consumption. South Africa can ill afford to neglect marketing and improving consumer awareness of pearl millet if the health and well-being of South African consumers are to be improved.