Milk marketing strategies adopted by dairy farmers: A study of Ernakulam district

Abstract Various studies and reports expect that due to great potential and increased demand on consumer’s side, dairy market in Kerala will grow at a CAGR of 15.7 percent during 2021-2026. But the reality and projection are quite different. Due to the involvement of many factors like lack of infrastructure facilities, transportation, interference of intermediaries, less bargaining capacity and lack of knowledge about the marketing conditions Kerala’s milk marketing is facing a huge challenges and constraints. Recent studies found that more than 70 percent of milk is sold to dairy cooperative society which implies that a traditional marketing channel dominates in Kerala. In this study, Ernakulam district have chosen. Ernakulam, which has over 330 co-operative societies of Milma in the district, faces a shortage of 70,000 litres per day. This gap is met by importing milk from Tamil Nadu and Karnataka. It indicates that there is a huge scope for dairy market in Ernakulam due to the steady increase in demand on consumer’s side. But recent studies reveal that the existing marketing conditions are not favourable to farmers. Therefore, in this context, the marketing strategy adopted, various milk marketing channels, the reasons for choosing, price received and quantity of milk sold to these stakeholders/channels on the producer’s side to be studied in detail. All these aspects are covered under this study. Present study tries to help the government and concerned department in taking appropriate actions for boosting the milk market in Ernakulam district by giving equal importance to both production and marketing side.

Keywords— Consumer, Distribution channels, Marketing, Milk, Producer.

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Agriculture Journal: Milk marketing strategies adopted by dairy farmers: A study of Ernakulam district

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