Volume : 2, Issue : 9, September - 2013

Cattle Feed Market in Kerala: A Study of Purchasing Pattern and Buyer Behaviour

John M P, Dr. Manoj P K,

Abstract :

Animal feed is currently evolving from a fragmented industry into an organized sector. The feed manufactures are increasingly using modern and sophisticated methods in an effort to incorporate best global practices. Cattle feed is a segment of the animal feed industry with potential for growth, given that India is the world’s leading producer of milk, and production is expected to grow at compounded annual growth rate of 4 per cent. The concept of anded animal feed as a packaged commodity, though not a very recent concept, is fast gaining popularity in rural India. The packaged feed, as a product possesses, various factors such as hygiene, quality, convenience to handle, etc. to its advantage. The age old feeding pattern being practiced in India is undergoing change because of various social and environmental issues. There can be a positive change in the demand for cattle feed because of factors like (i) shrinkage of open land for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, and (ii) introduction of high yield cattle requires specialized feeds. In the above context, this paper looks into the emerging purchasing pattern and buyer behavior in the Kerala context.