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 is becoming increasingly popular in the country. However, hardly any published studies exist that have utilized consumer purchase information to understand the factors that influence the purchase of goat milk. The current study analyzed consumer characteristics and factors that affected consumer behaviour in purchasing goat milk to serve as the basic data in formulating a marketing strategies for goat milk in Siaya County of Kenya. The research questions were approached in three phases. Firstly, the probability that a consumer purchases goat milk was estimated using a probit model framework. Secondly, a Heckman two-stage model was utilized to depict the relationship of dairy goat expenditures. Thirdly, the study examined the implications of the foregoing for a dairy goat breeding programme. Data were collected through in-depth interviews using comprehensive questionnaires. One thirty one (131) goat milk consumers were interviewed. The parameters of the present study are goat milk consumption, consumer characteristics and demographic factors that influenced the purchasing behaviour of goat milk. Family size, presence of children and elderly persons in the household, and household income influenced the purchasing of goat milk. Overall, income influenced the amount of goat milk to be purchased and, therefore, farmers should be encouraged and their capacity enhanced 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 that breeders of dairy goats should focus on improved yields, which will enhance returns from dairy goats. Demographic factors, along with agro-climatic and production constraints, are important to the overall success of dairy goat breeding programmes. Further, the breeding programme should identify the most promising breeds and eco-types under the prevailing production system for genetic selection and their multiplication under improved husbandry practices. Establishing a nucleus breeding scheme on private or government land to supply breeding stock can significantly contribute towards this goal. Generally, policy interventions are recommended to tackle demographic factors that influence the purchasing 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 goat value chain.

Keywords: Purchasing behaviour, Goat milk, Dairy goat breeding programme, Kenya