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Unorganized System of Milk Marketing and Producers' Attitude towards it in West Bengal: an Analytical Study

Asif Mohammad, Jancy Gupta, R. Senthil Kumar and B.S. Meena

Abstract

Attitude of milk producer towards unorganized system of milk marketing is a very important aspect to understand their marketing behaviour. For measuring producers’ attitude one attitude scale was developed. The young dairy farmers of West Bengal in some cases tilted towards unorganized system and the old farmers showed the opposite inclination. No high milk seller showed most favourable attitude, on the contrary, majority of the small milk seller fell either in favourable or most unfavourable attitude category. Large percentage of respondents who consumed medium amount of milk showed most unfavourable attitude and unfavourable attitude. Negligible number of college educated respondents showed most favourable attitude whereas, other showed unfavourable attitude. Highest percentage of large animal holder respondents showed most favourable attitude towards unorganized system of milk marketing. Limited number of respondents who were small land holders showed most unfavourable attitude and high percentage of large land holders showed most unfavourable attitude towards unorganized system of milk marketing. Majority of the respondents who fell in high social participation category showed most unfavourable attitude

Keyword: Attitude; Milk marketing; Unorganised marketing system;

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