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MARKETING OF GIR COW MILK IN THREE MAJOR CITIES OF GUJARAT
BRIJESHKUMAR MUKESHBHAI PATEL, SHAKTI RANJAN PANIGRAHY, ARPITA MOHAPATRA, DILIP VAHONIYA, MUKESHKUMAR YADAV, MAYANK YOGI

Published in: International Journal of Agriculture Sciences
Volume- 9, Issue-33, pp.4490-4492, Jul 2017
DPI :-> 16.10077.IJAS.2017.V9I33.44904492.1778



Abstract
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.

Key-Words / Index Term
Consumption pattern, Consumer behaviour, Gir milk marketing

How to cite this article
BRIJESHKUMAR MUKESHBHAI PATEL, SHAKTI RANJAN PANIGRAHY, ARPITA MOHAPATRA, DILIP VAHONIYA, MUKESHKUMAR YADAV, MAYANK YOGI , “MARKETING OF GIR COW MILK IN THREE MAJOR CITIES OF GUJARAT”, International Journal of Agriculture Sciences, 9, Issue-33, pp.4490-4492, Jul 2017. DPI:16.10077.IJAS.V9.I33.1778