Abstract:
The dairy goat sector is one of the fastest growing
livestock enterprises in Kenya because goat milk i
s becoming
increasingly popular in the country. However, hardl
y any published studies exist that have utilized co
nsumer
purchase information to understand the factors that
influence the purchase of goat milk. The current s
tudy
analyzed consumer characteristics and factors that
affected consumer behaviour in purchasing goat milk
to serve
as the basic data in formulating a marketing strate
gies for goat milk in Siaya County of Kenya. The re
search
questions were approached in three phases. Firstly,
the probability that a consumer purchases goat mil
k was
estimated using a probit model framework. Secondly,
a Heckman two-stage model was utilized to depict t
he
relationship of dairy goat expenditures. Thirdly, t
he study examined the implications of the foregoing
for a dairy
goat breeding programme. Data were collected throug
h in-depth interviews using comprehensive questionn
aires.
One thirty one (131) goat milk consumers were inter
viewed. The parameters of the present study are goa
t milk
consumption, consumer characteristics and demograph
ic factors that influenced the purchasing behaviour
of goat
milk. Family size, presence of children and elderly
persons in the household, and household income inf
luenced
the purchasing of goat milk. Overall, income influe
nced the amount of goat milk to be purchased and, t
herefore,
farmers should be encouraged and their capacity enh
anced to target high income markets. Communication
campaigns highlighting the benefits of goat milk to
the children and the elderly persons could ensure
enhanced
success of marketing the milk. The findings imply t
hat breeders of dairy goats should focus on improve
d yields,
which will enhance returns from dairy goats. Demogr
aphic factors, along with agro-climatic and product
ion
constraints, are important to the overall success o
f dairy goat breeding programmes. Further, the bree
ding
programme should identify the most promising breeds
and eco-types under the prevailing production syst
em for
genetic selection and their multiplication under im
proved husbandry practices. Establishing a nucleus
breeding
scheme on private or government land to supply bree
ding stock can significantly contribute towards thi
s goal.
Generally, policy interventions are recommended to
tackle demographic factors that influence the purch
asing
behaviour of goat milk and their implications for a
dairy goat breeding programme. The findings of the
present
study will be useful to all actors in the dairy goa
t value chain.