Abstract
In marketing, products are defined as a series of attributes which extend beyond the concept of physical aspects of the product. This concept is applied to the definition of compound animal feeds. The development of the industry is described and evidence presented to establish the degree of seller concentration. Qualitative research, in the form of in‐depth interviews, is employed to identify the relevant product‐service attributes of compound feeds in the context of the marketing mix. Subsequently, some of the more recent changes in the industry are discussed in the context of this framework and from the perspective of impending change in the marketing mix.
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