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Abstract:
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Cattle feed industry is a major segment of animal feed industry. This industry is gradually evolving into an
organized sector and the feed manufactures are increasingly using modern and sophisticated methods that seek to
incorporate best global practices. This industry has got high potential for growth in India, given the fact that the
country is the world’s leading producer of milk and its production is expected to grow at a compounded annual
growth rate of 4 per cent. Besides, the concept of branded cattle feed as a packaged commodity is fast gaining
popularity in rural India. 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. Earlier research studies done by the present
authors have revealed the significant growth prospects of the branded cattle feed industry, the feed consumption
pattern and the relatively high share of branded feeds, feed consumption pattern based on product types (like,
pellet and mash), composition of cattle feed market and the relatively large shares of Kerala Feeds Ltd. (KFL)
and Kerala Solvent Extractions Ltd. (KSE) brands, the major factors influencing the purchasing decisions etc. As
a continuation of the earlier studies, this study makes a closer look into the significance of product types in the
buyer behavior, level of awareness about the brand and its implications on purchasing decisions, and the brandshifting
behavior and its determinants |