Analysis of Demographic Factors that Influence the Purchasing Behaviour of Goat Milk and Their Implications for a Dairy Goat Breeding programme in Siaya County, Kenya

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.