Marketing Behaviour of Dairy Farmers in Tamil Nadu

Abstract

The existing milk marketing system is mostly under the unorganised sector.. The channel mainly consists of producer, village merchant or agent, wholesaler or distributor and retailer. This trend shows the parallel private unorganised traders determining the price of milk, even in the strong cooperative milk marketing system regions. The present study was aimed to find the marketing behaviour of the dairy farmers of the western region of Tamil Nadu. Two districts, namely, Erode and Coimbatore, were selected purposively and the result was derived from 240 respondents. Majority of the respondents had medium level of marketing behaviour, which is implied through six components, namely, milk transport facilities’ utilisation pattern, milk marketing channel utilisation, availing of input/credit facilities, payment receiving pattern, mode of payment for sale of milk and price satisfaction of the respondents. The study analysed the dairy farmers’ behaviour-related variables and also reflected the relationship of characteristics with their marketing behaviour. It may be concluded that large herd size and higher income possessed by the farmers ensure high marketing ability among the respondents.