MARKETING OF GIR COW MILK IN THREE MAJOR CITIES OF GUJARAT

BRIJESHKUMAR MUKESHBHAI PATEL¹, SHAKTI RANJAN PANIGRAHY²*, ARPITA MOHAPATRA³, DILIP VAHONIYA⁴, MUKESHKUMAR YADAV⁵, MAYANK YOGI^6
1International Agribusiness Management Institute, Anand Agricultural University, Anand, Gujarat 388110
²International Agribusiness Management Institute, Anand Agricultural University, Anand, Gujarat 388110
³ICAR-Central Sheep and Wool Research Institute, Avikanagar, Rajasthan 304501
⁴International Agribusiness Management Institute, Anand Agricultural University, Anand, Gujarat 388110
⁵State Warehousing Corporation, Jaipur, Rajasthan
⁶Central Bank of India, Bhiwani, Haryana
* Corresponding Author : panigrahy.shakti@gmail.com

Received : 23-06-2017     Accepted : 27-06-2017     Published : 18-07-2017
Volume : 9     Issue : 33       Pages : 4490 - 4492
Int J Agr Sci 9.33 (2017):4490-4492

Keywords : Consumption pattern, Consumer behaviour, Gir milk marketing
Academic Editor : Ganeshkumar Dilipkumar Rede, Kashish Arora, Pradeep Mishra, Sanusi Sadiq
Conflict of Interest : None declared
Acknowledgements/Funding : We are thankful to International Agribusiness Management Institute, Anand Agricultural University, Anand, Gujarat 388110 for providing a healthy environment for doing research in regular basis
Author Contribution : All authors equally contributed

India is the largest producer and consumer of milk in spite of less productivity in comparison to advanced countries. These days’ consumers are more aware and showing more interest for A2 milk over A1 milk. Indian desi cow breed more specifically Gir Cow has A2 type beta casein; considered in A2 milk categories milk which is good for health due to its easy digestibility. In this context, a study has been put forth in three major Tier II cities of Gujarat, i.e. Ahmedabad, Vadodara and Surat purposively by considering their locational advantage, connectivity and cosmopolitan culture. Consumption pattern and consumer behaviour were two important objective of this study which were handled through chi square test and Garrett ranking technique. Fifty consumers from each district have been studied purposively who consumed Gir milk only. This study concludes that Gir milk consumption depends on both internal (push) factors and external (pull) factors. Increase in family members or higher family structure increase the milk consumption where as consumers prefer nutrition in milk to price of the product.

1. Anonymous (2016) Livestock Censuses, Department of Animal Husbandry, Dairying & Fisheries, Ministry of Agriculture, Government of India
2. Anonymous. (2004) Annual Report, International Livestock Research Institute, Kenya
3. Anonymous (2016) Livestock and Poultry Fueling Farm Growth. Agriculture Today. 20-26
4. Anonymous (2015-16) Annual Report. Ministry of Food Processing
5. Rajeshwaran S. (2016) Milk production in India rises by a historic 6.25% in 2014-15: A boon or a bane? Indian Institute of Management Banglore, WP N0. 518
6. Sharma V.P. (2015) Agricultural Economics Research Review, 28(2), 247-261
7. http://dairytechindia.in/Industry-Backgrounder-of-dairytechindia.html, accessed on date 23/06/2017
8. http://www.journeyline.in/newsdet.aspx?q=129880, accessed on 23/06/2017
9. NDDB (2013) Dairying in Gujarat A statistical profile 2013.
10. Gaur G.K., Kaushik S.N; & Garg R.C. (2003) Anim. Genet. Resour. Inf., 33, 21–29.
11. Tran Quang Trung, Do Quang Giam, Vu Thi Hai, Lai Phuong Thao, Ngo Thi Thu Hang, Le Thi Kim Son, and Bui Thi Mai Linh (2014) Greener Journal of Business and Management Studies, 4(2), 031-040
12. Gustavsen G.W. and Rickertsen K. (2008) Consumer Cohorts and Milk Purchases. 12th Congress of the European Association of Agricultural Economists, 1-5
13. www.fao.org/docrep/011/i0588e/I0588E05.htm, accessed on 22/06/2017.