User and market study for milking machine

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User and Market study for milking machine
BY
ANUJ VERMA (P35116)
Development Internship Segment
PRM 35
Submitted to
SICKLE INNOVATIONS
Faculty Guide: Prof. PREETI PRIYA
19-11-2015

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ACKNOWLEDGEMENT
There are some events in our lives which happen as a result of culmination of the efforts,
guidance and assistance of several people. This acknowledgement is an expression of
gratitude to all those people who came forward whenever they were needed at the opportune
time to make our lives richer by their help and inputs.
I am extremely grateful to Sickle Innovations and IRMA for giving me the opportunity to
work on User and Market study for milking machine project.
I would like to thank my reporting officer Mr. Nitin Gupta for his continuous support and
guidance and Mr. Valay Patel for his unconditional support.
We sincerely thank all our respondents and villagers who helped me. This study would not
have been possible without their support and patience, as well as their overtness in discussing
issues and in answering our questions
I take this opportunity to thank Professor Preeti Priya for providing guidance and help during
the course of the project. I would like to express my gratitude to the DIS committee of IRMA
for endowing me with this opportunity to learn.
Anuj Verma
(P35116)

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EXECUTIVE SUMMARY
Tittle : User and Market study for milking machine
Organization : Sickle Innovations
Reporting Officer : Mr.Nitin Gupta
Faculty Guide : Prof.:Preeti Priya
Participant’s Name : Anuj Verma
India is the largest producer of milk in the world with 3 times contribution to cattle
population and 1.5 times to milk production of USA. The penetration of milking machine in
Indian dairy is quite low and the extensive reasons resulting to low product coverage are
awareness paucity, misapprehension and low cost effectiveness of the product. In India,
average size of cattle holding is very meagre and so owning the milking machine would not
prove to be a thrifty deal.
Sickle Innovation was founded with the aim to aid and assist impoverished dairy
farmers. At present, Sickle innovation is in manufacturing and development work of milking
machine for IDMC. IDMC aims to assist the true need of those dairy farmers, who lacks fund
for availing the product. The preeminent objective of this product is to execute market and
user study for milking machine coupled with determination of potential buyer’s
characteristics. Qualitative and quantitative methods have been used to deduce the current
market situation of product. Primary sources of data collection include questionnaire surveys,
structured and semi-structured interviews, and personal observations. Qualitative study has
been conducted in villages of Anand while quantitative in four districts of Gujarat, comprised
of 9 villages. Quantitative analysis has been done through SPSS software. MRSI developed
socio economic classification has been chosen for selection of respondents. K-means
clustering technique has been used for clustering purpose and Conjoint analysis, for finding
out the best suited features for various segments of customers coupled with AHP, for
analysing customer priorities.
Qualitative analysis assisted in determination of stumbling blocks behind low
penetration of milking machine, prevalent problems in product market and customer
expectations. Quantitative analysis aided in determination of buyer’s characteristics, price
affordability and featured requirement of milking machine.
Through our study, I recommend to conduct demonstration of milking machine and
knowledge sharing about milking machine to villagers. And target those villagers who own
more than 10 bovines, own more than 5 milking bovines, daily milk production is more than
40 litres, have cattle shed, water facility in cattle shed and belong to SEC’s category A.

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Contents
ACKNOWLEDGEMENT .......................................................................................................................i
EXECUTIVE SUMMARY .................................................................................................................... ii
LIST OF TABLES................................................................................................................................. vi
LIST OF FIGURES .............................................................................................................................. vii
1. INTRODUCTION ..........................................................................................................................1
2. OBJECTIVE ...................................................................................................................................2
3. RESEARCH METHODOLOGY....................................................................................................2
3.1 Process Followed ....................................................................................................................2
3.1.1 Approach followed in village selection..................................................................................2
3.1.1.1 Why Gujarat........................................................................................................................2
3.1.1.2 Selection of districts for study in Gujarat ...........................................................................3
3.1.1.3 Selection of the parameters involved in districts selection .................................................4
3.1.1.4 Computation of scores based on selection parameters........................................................4
3.1.1.5 Selection of villages............................................................................................................5
3.2 Data Collection .............................................................................................................................5
3.2.1 Primary data collection ..........................................................................................................5
3.2.2 Secondary data collection ......................................................................................................6
4. EXPLORATORY STUDY.............................................................................................................6
4.1 Villagers of Anand district are not keeping buffalo for milking...................................................6
4.2 Number of teats used for milking .................................................................................................6
4.3 Milk quantity from all four teats...................................................................................................7
4.4 Seasonality....................................................................................................................................7
4.5 Communicable disease from machine ..........................................................................................7
4.6 Reasons behind low penetration ...................................................................................................7
4.7 Reasons behind the purchase of milking machine........................................................................7
4.8 Problems faced while using milking machine: .............................................................................8
5. DATA ANALYSIS.............................................................................................................................8
5.1 Reason for low penetration of milking machine...........................................................................8
5.1.1 Misconception........................................................................................................................9
5.1.2 Small herd size.......................................................................................................................9
5.1.3 Trading business ....................................................................................................................9
5.1.4 Others.....................................................................................................................................9
5.2 Features required in milking machine...........................................................................................9

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5.3 Motivations to purchase milking machine..................................................................................10
5.3.1 Scarcity of hired labour........................................................................................................10
5.3.2 Time constraints...................................................................................................................10
5.3.3 Contingency plan .................................................................................................................10
5.3.4 Availability of subsidy/trend................................................................................................11
5.4 Number of people require to handle a machine ..........................................................................11
5.5 Herd size at the time of purchase of milking machine................................................................11
5.6 Milking machine companies.......................................................................................................12
5.6.1 DeLaval................................................................................................................................12
5.6.1.1 Complaint on DeLaval......................................................................................................12
5.6.2 Vansun .................................................................................................................................12
5.7 Benefits from milking machine...................................................................................................13
5.8 Adverse effect of milking machine.............................................................................................13
5.9 Breakdown incidence in machine ...............................................................................................13
5.10 Socio Economic Classification based segmentation.................................................................13
5.10.1 Class A...............................................................................................................................14
5.10.2 Class B ...............................................................................................................................14
5.10.3 Class C ...............................................................................................................................14
5.10.4 Class D...............................................................................................................................14
5.10.5 Class E ...............................................................................................................................15
5.11 Segmentation of respondents using K-means clustering ..........................................................15
5.11.1 Cluster features ..................................................................................................................17
5.11.1.1 Cluster 1 (Raja)...............................................................................................................17
5.11.1.2 Cluster 2..........................................................................................................................19
5.11.1.3 Cluster 3..........................................................................................................................20
5.11.1.4 Cluster 4..........................................................................................................................21
5.11.2 Profiling of clusters............................................................................................................21
5.11.2.1 Cluster 1..........................................................................................................................23
5.11.2.2 Cluster 2..........................................................................................................................23
5.11.2.3 Cluster 3..........................................................................................................................23
5.11.2.4 Cluster 4..........................................................................................................................23
5.12 Cluster 1 user preference...........................................................................................................24
5.13 Suitable machine for cluster 1...................................................................................................25
5.14 Unit Economics of target segment............................................................................................26

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6 FINDING AND DISCUSSION.........................................................................................................27
6.1 Finding from quantitative analysis..............................................................................................27
6.2 Findings from qualitative research..............................................................................................28
6.2.1 Reasons behind low penetration of milking machine ..........................................................28
6.2.2 Reasons for purchase of milking machine ...........................................................................28
6.2.3 Problems in existing machine ..............................................................................................29
6.2.4 Additional features in milking machine...............................................................................29
6.2.5 Benefits from milking machine............................................................................................29
7. RECOMMENDATIONS..................................................................................................................29
8. REFERENCES .................................................................................................................................30
9. ANNEXURE........................................................................................................................................i
9.1 Annexure 1.....................................................................................................................................i
9.2 Annexure 2................................................................................................................................... iii
9.3 Annexure 3................................................................................................................................... iv
9.4 Annexure 4................................................................................................................................. viii
9.5 Annexure 5.................................................................................................................................. xv

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LIST OF TABLES
Table 1: Bovine population in districts of Gujarat
Table 2: Priority value of selection criteria
Table 3: Formula to calculate total score for priority
Table 4: List of selected districts, talukas and villages
Table 5: Category scheme of SEC
Table 6: SEC Segments profiles
Table 7: Correlation table of basis variable
Table 8: Coefficient of variation of basis variable
Table 9: Selection of number of clusters
Table 10: Respondent classification in clusters
Table 11: Priority of users based on AHP
Table 12: Importance value of users
Table 13: Utility values of every level of attributes
Table 14: Best combination of milking machine for targeted segment
Table 15: Formula to calculate total yearly cost of feeding
Table 16: Formula to calculate total yearly revenue without bonus
Table 17: Unit economics of a bovine
Table 18: Categories schemes of average herd size, average daily milk production, average
number of milking cows and average number of milking buffalos
Table 19: Category scheme of infrastructure index
Table 20: Category scheme of number of assets own

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LIST OF FIGURES
Figure1: Reasons behind not purchase of milking machine
Figure 2: Reason for purchase of milking machine
Figure 3: Number of person required to handle machine
Figure 4: Herd Size at the time of purchase
Figure 5: Market share of milking machine
Figure 6: Breakup of respondents in SEC segments
Figure 7: Cluster 1 Infrastructure Facilities
Figure 8: Cluster No. v/s average milking buffaloes
Figure 9: Cluster No. v/s average milking cows
Figure 10: Cluster No. v/s No. of assets own
Figure 14: Average daily milk production v/s Clusters
Figure 15: Average herd size v/s Clusters
Figure16: SEC v/s Clusters
Figure 18: User preference to various attributes

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1. INTRODUCTION
India ranks first in milk production; the country produced 132.4 million tonnes of
milk in 2012-2013. 58% of water buffalo and 15% of cow population of world reside in
India. However, average productivity of milk per bovine is quite low as compared to
developed nations like USA and UK. During past 30 years (1982 to 2012) average
productivity of milk from water buffalo has increased from 3.7kg to 6.2 kg and average
productivity of milk from cow has increased from 1.9 kg to 3.9 kg per day. Factors affecting
low productivity in India are nutrient deficient wet and dry cattle feed, inadequacy of
veterinary doctors, inadequate infrastructure and low mechanisation.
Though India is the major producer of milk but it lags behind in mechanisation in
dairy sector. The mechanisation scenario is progressive at milk processing level but require
promotional intervenes at milk production level.
Milking machine is the equipment resulting in mechanisation at milk production level.
Milking machine enables a milk producer to milk several bovines at a time with greater
efficiency, quality and hygiene. The different variants of the product are operated through
electricity/battery and come in stationary/portable design. At present DeLaval, Vansun, GEA
and Kurtsan are the major manufacturing companies of milking machine. Penetration of
milking machine is quite low in Indian dairy sector and the reasons for the same are small
herd size, inadequate supply chain network and information asymmetry.
IDMC is a subsidiary company of NDDB set up in 1978 aimed for providing process
and project solutions under one roof with in-house equipment manufacturing and process
automation facilities, which is best in class. IDMC has recently developed three types of
milking systems. These systems are as good and close to nature as milk extraction by calf.
Because of their high sanitation, the bacterial load in milk is minimum. But manufacturing
cost of these machines are high, so not affordable to small and marginal milk producers. To
build cost effective milking machine, IDMC approached Sickle Innovations which will
enhance the penetration of milking machine in India.
Sickle Innovations started in 2013 at IISC, Bangalore with an aim to provide farming
solution with core focus on improving conventional farming practices through design
interventions. Sickle Innovations is currently engages in design and development of a milking
machine.

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The startup requires deep market insights to assess the market potential, user
requirement for designing a financially viable product for both the manufacturer (IDMC) and
the end consumers (Livestock owners) .
2. OBJECTIVE
The various issues faced by customers are portability, time constraint and labour
scarcity which demands immediate and most sought solution.
Broadly the study attempted; To find out the reasons behind low penetration of
milking machine in Gujarat, user requirement, characteristics of potential customers.
The study also attempted to identify perceived importance of various product
attributes.
3. RESEARCH METHODOLOGY
3.1 Process Followed
Background research was done via multifarious online resources, government portals,
census data of human and livestock, journals and research articles. Thereafter, exploratory
study was conducted at Valsan village, Anand,Gujarat. Final questionnaire has been prepared
on the basis of outcome and result of exploratory study. Village selection was done by using
census data of livestock and human and basis of final study was village surveys and informal
interviews. Qualitative research aided in developing deep understanding of the present market
and user condition. SEC (Socio Economic Classification) and herd size were used for
segmentation of respondents and then at last K means clustering method was used for
respondent’s segmentation and conjoint analysis for finding out the user priority and suitable
machine for the target segment.
3.1.1 Approach followed in village selection
3.1.1.1 Why Gujarat
We have chosen Gujarat for user and market study primarily for three important
reasons:

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Gujarat ranks 4th
in milk production with 10315 metric tonne of production in 2013
coupled with 506 gm per capita availability of milk per day. Apart from Gujarat and
Rajasthan no other state has shown such kind of performance in both parameters.
Gujarat represents climatic variability from region to region and replicate all kind of
weather situations, present in India.
Sickle Innovations is based in Ahmedabad. IDMC and NDDB are located in Anand.
Anand is the milk capital of India so wider opportunities have been explored through this
study.
3.1.1.2 Selection of districts for study in Gujarat
I divided 26 districts into three categories on the basis of number of female bovine
animals. Districts of category 1 possessed high number of female bovine animals with
contribution of 33% of total female bovine in Gujarat which is similar to districts of category
2 and rest contribution of number of female bovine animals was done by districts of category
3.One district representing the each cluster has been chosen so total three districts have been
selected for study named as Banaskantha(Category1), Kuchchh(Category2),
Surendranagar(Category3) and Anand.
District
Female Bovine
Population District
Female Bovine
Population
Banas Kantha 2098713 Jamnagar 601114
Sabar Kantha 1407545 Surat 569703
Panch Mahals 1388024 Patan 545852
Vadodara 1266827 Gandhinagar 476461
Dohad 1046078 Tapi 395014
Kheda 1013420 Amreli 391224
Junagadh 1005942 Ahmadabad 389806
Kachchh 910986 Navsari 342590
Rajkot 908195 Valsad 311592
Mahesana 788821 Bharuch 254114
Bhavnagar 751416 Narmada 252866
Surendranagar 740943 Porbandar 203427
Anand 651459 Dangs 102653
Table1: Bovine population in districts of Gujarat

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3.1.1.3 Selection of the parameters involved in districts selection
We have considered the total bovine population of districts, cow/buffalo ratio and
number of bovines per 1000 human population as the criteria for selection of a district in a
given category. Total bovine population has been selected because it gives a indicative
picture of milking machine potential. So, for our study selection of those districts, having
high bovine population is of utmost importance. Use of milking machine on buffalo is a rare
practice and hence choose cow/buffalo ratio as another parameter. Bovine density focuses the
areas with high bovine and low or average human population as average herd size factor
plays a significant role in purchasing decision of customers.
To find our relative priority of these parameters ranking method was used. Number of
bovines per 1000 human is critical factor in selection of district followed by total bovine
population and cow/ buffalo ratio.
Table 2: Priority value of selection criteria
3.1.1.4 Computation of scores based on selection parameters
Contribution of each district will be divided to the total value of that factor and the
resultant will be multiplied by the priority of the underlined factor, which will result in
attaining the score for the mentioned factor. Similar calculation will be done for the rest two
factors. Individual score for each factor will be added and resultant will be called as the total
score for all parameters. From each category, district with highest total score will be selected.
1 2 3 4 5
Contribution Contribution Ratio Priority of factor Col 2 * Col 3
Total
score
Table 3: Formula to calculate total score for priority
Parameter Total bovine
population in
district
Cow/Buffalo
ratio
Number of
bovines per
1000 human
Sum Priority
Total bovine
population in
district
0 1 1 33.33%
Cow/Buffalo
ratio
0 0.5 0.5 16.67%
Number of
bovines per
1000 human
1 0.5 1.5 50.00%
Total 1 1.5 0.5 3

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3.1.1.5 Selection of villages
Top 10 villages have been shortlisted on the basis of bovine population in every
selected district. Same methodology has been used for village and district selection. Top three
villages have been selected from each selected districts. Due to heavy rain in Banaskantha
only Suigam and two villages of Anand have been surveyed.
Category Districts Villages
Category 1
Banaslantha,
Suigam
Tetoda
Thawar
Category 2 Kachcha
Bhirandiyara
Dhori
Sumrasar
Category 3 Surendranagar
Reshamiya
Dhokalva
Vijaliya
Anand Bedva
Davol
Table 4: List of selected districts, talukas and villages
3.2 Data Collection
The project involved collection and scanning of primary and secondary data.
3.2.1 Primary data collection
The primary data was collected through diagnostic surveys and informal interviews of
individual dairy farmers. Respondents with at least 5 bovines and more than three milking
bovines have been surveyed. Total 85 respondents were surveyed in four districts of Gujarat
Banaskantha(12), Surendranagar(30), Anand(15) and Kuchchh(28). Purposive sampling
technique is used for selection of respondents.
Questionnaire is divided in the following sections.
1. First section represents the socio economic classification of respondent
2. Second section relates to basic information of respondent
3. Third section attempts to assess expenses and revenue
4. Fourth relates to infrastructure (Available infrastructure)
5. Fifth section is related to milking machine (If currently using the machine)
6. Sixth section is related to qualitative assessment on milking machine (If using milking
machine then why, problems faced, cost of buying machine, satisfaction level)
7. Seventh section is related with finding out the reasons of not owing the milking machine.

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8. Eighth is related to hired labour.
9. Ninth is related with finding out the user preferences and suggesting them the best
machine for the potential use.
3.2.2 Secondary data collection
The secondary data sources included various government agencies such as NDDB,
Directorate of animal husbandry (Gujarat state, Gandhinagar), 19th
Cattle Census (Ministry
Of Agriculture Department Of Animal Husbandry, Dairying and Fisheries Krishi Bhawan,
New Delhi), Census of India 2011 and online databases such as FAO statistics, buffalopedia
e.t.c. These databases acquainted us with statistics of milk production and various indigenous
breed of buffalos of India respectively.
4. EXPLORATORY STUDY
I went to Navali and Valasan villages of Anand district with an aim to understand the
current situation of users and market. Surveys and semi structured questionnaire were carried
out with eleven respondents.
4.1 Villagers of Anand district are not keeping buffalo for milking
Our initial research in these villages suggested that villagers preferred to keep cow
over buffalo due to following reasons.
1. Gestation period of a buffalo is 10 months while gestation period of a cow is 9
months.
2. Milking period for a buffalo ranges from 4 to 6 months while it varies from 7 to 9
months for a cow.
3. Milking a buffalo is more difficult because of their aggressive nature.
4. Failure rate of artificial insemination of buffalo is higher than cow.
5. Buffalo gives lesser milk than cow.
6. Time period require to reach at puberty is more in buffalo than cow.
4.2 Number of teats used for milking
Numbers of teats used for milking depends on the milk producer. Many milk
producers first feed the calf and then do the milking from all four teats, while some first do
the milking from all four teats and left some milk for calf in udder, Some dairy farmers only
use three or two teats for milking and left one or two teats for calf feeding while some of the

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milk producers used to feed calf through bottle because calf used to hit udder by his/her head
which can cause harm to udder of cow/buffalo. Milk producers of this area stop milking
cow/buffalo before two months of the calf birth.
4.3 Milk quantity from all four teats
Generally, all the four teats give equal amount of milk. However in some cases it has
been observed that front pair of teats gives lesser quantity of milk than the rear pair of teats.
4.4 Seasonality
Seasonality affects the milk production. Cow/Buffalo produces least amount of milk
in summer and most in winter. During spring and autumn, the milk production is almost near
to winter production and primary reason behind the seasonal pattern is water and green
fodder scarcity in summer.
4.5 Communicable disease from machine
Mastitis disease can be spread from one cow/buffalo to other cow/buffalo through
milking machine. In this disease, mammary glands of a cow/buffalo get infected and may
become dysfunctional.
4.6 Reasons behind low penetration
Small herd size results in less buying of milking machine and the milk producers do
not find profitability in its usage and usually producers with less than five cattle/buffaloes
resist themselves from its use.
Very few milk producers of Valasan and Navali possesses misconception about
milking machine. They think that teats may get damaged and elongated due to its continuous
application.
4.7 Reasons behind the purchase of milking machine
Milking requires skilled labour and nowadays people do not prefer this profession.
Big dairy farmers are facing labour crisis and to overcome this problem most of them
purchase it due to inadequacy of labour.
We can milk a cow/buffalo within stipulated time period and if milking is not done
within stipulated time period then milk can’t be taken and so machine offers the excellent
remedy to this problem by taking comparatively less time for milking.

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In current situation, milking machine has become an excellent replacement for the
labour unavailability factor.
4.8 Problems faced while using milking machine:
Some milk producers own the machine and have used it two to three times only till
date due to low voltage and power cuts during the milking time. These milk producers want
us to design a milking machine which can work on low voltage.
Milking machine has many rubber and plastic material parts. These parts need
replacement after every eight months to prevent the deterioration of machine.
Milking machine consumes more time for milking a buffalo and due to this reason
milk producers of Valasan and Navali do not use it as teats of buffalo demands more pressure
for milking than cow.
5. DATA ANALYSIS
5.1 Reason for low penetration of milking machine
Low promotional activity and non-demonstration of milking machine in villages are
the primary reasons which lead to huge information asymmetry. Many prospective customers
have never seen the product and so are unaware of its benefits.
Fragmented supply chain network of milking machine results in complicacies to the
potential customers who want to purchase the product but are unable to do so due to
unavailability of vendor and poor dissemination of knowledge.
Other reasons for low penetration of milking machines includes the misapprehensions
about the product, small herd size, trading business of cow/buffalo and others. A pie chart is
depicted below which represents those respondents who do not want to purchase milking
machine. 42% of respondents possess misconception about it, 29% respondents own small
herd so do not feel the need to purchase, 16% of respondent involve in trading of bovines
business and 13% have others reasons for not purchasing the machine.

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Figure1: Reasons behind not purchase of milking machine
5.1.1 Misconception
Following misconceptions results in reluctance towards the use of the milking
machine, damage to teats, its elongation, reddishness, swelling, bleeding and bovines may get
electricity shock if liners get damage. People possess misconceptions due to information
asymmetry.
5.1.2 Small herd size
Individual milk producers in India own small herd size coupled with small number of
milking bovines and so do not arrive on purchase decisions.
5.1.3 Trading business
Some milk producers involved in the trading of cow and buffaloes which is the main
source of their livelihood. Traders do not seek profitability in its purchase and so don’t feel to
expand milking business.
5.1.4 Others
Other reasons are issues related to electricity, cattle shed, water scarcity, lack of funds
for its purchase, bovine treatment as house member don’t allow them for using the product
and same milking machine can’t be used for milking both cow and buffalo.
5.2 Features required in milking machine
Through this study following features have been found
42%
29%
16%
13%
Myths
Own small herd
size
Bovine trading
business
Others reasons

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1. Machine can run on the alternate source of power. Alternate source of power means
machine can be operated through electricity, battery, solar cell and diesel motor.
2. Portable machine can milk two bovines at a time.
3. Machine shows the fat percentage and quantity of milk produced by every bovine.
4. Machine can run on low voltage capacity and so becomes the best suite for village
people. Rest of the features are common to present machines available in the market.
5.3 Motivations to purchase milking machine
Following motivations were found out by surveying those people who currently own
milking machine.
Figure 2: Reason for purchase of milking machine
5.3.1 Scarcity of hired labour
Nowadays youths are unwilling to go into this business so scarcity of labour is created
in the market and to overcome the same, people are purchasing milking machine.
5.3.2 Time constraints
For some people milking is a secondary occupation and they do not spare time in
milking their bovines and so directed towards the purchase of the product.
5.3.3 Contingency plan
Some milk producers own big herd size and are unaware of milking by hand. The
milking of their bovines are done through hiring labour and in situation of unavailability of
28%
56%
5%
11%
Scarcity of
hired labour
Time
constraints
Contingency
Plan
Availability of
subsidy/ trend

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the same, milking gets stopped and milking machine are being purchased to resolve this
problem.
5.3.4 Availability of subsidy/trend
People purchased the milking machine because of its availability on subsidy and this
is becoming a trend for owning the same in villages of Anand.
5.4 Number of people require to handle a machine
Through this study I found out that generally one person is required for handling the
machine.
Figure 3: Number of person required to handle machine
5.5 Herd size at the time of purchase of milking machine
47% of respondents purchased the milking machine when the herd size is less than or
equal to 10. 33% of respondents purchased it when the herd size was greater than 10 but less
than 20. 13% of respondents purchased the same when the herd size was greater than 20 but
less than 30. 7% of respondents purchased it when the herd size was greater than 40. Average
herd size came out to be 14 at the time of purchase.
Figure 4: Herd Size at the time of purchase

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5.6 Milking machine companies
80% of respondents purchased the milking machine of DeLaval. Only 20% of
respondents own Vansun’s milking machine and no other companies were preferred for
purchase by villagers of Anand.
Figure 5: Market share of milking machine
5.6.1 DeLaval
Amul has tie up with DeLaval for milking machine. So, Amul is selling the milking
machine in villages providing the subsidy in the range of 40 to 45% from district to district.
This is becoming the primary reason for more market share of De Laval. DeLaval’s milking
machine cost 59000INR with 1 year warranty in market but 26500INR subsidies has been
provided in the village of Anand.
5.6.1.1 Complaint on DeLaval
Following complaints have been reported:- high noise, high maintenance cost and low
reselling value of milking machine.
5.6.2 Vansun
Vansun has no tie up with any dairy and so market share of Vansun in Anand is only
20%. Vansun machine sells at 65000 in market with one year warranty and after getting
subsidised it costs only 45000 rupees.Milk producers possess positive perception about the
Vansun’s milking machine and some respondents have sold their DeLaval machine and
purchased the Vansun. Reasons for the purchase of Vansun were low noise, low maintenance
cost and better service provision.

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5.7 Benefits from milking machine
Following benefits have been reported.
1. Time saving
2. Reduction in labour force.
3. Less energy requirement for milking the bovines.
4. Good quality, high fat and more quantity of milk.
Due to use of milking machine, milk producers get more quantity of milk and more
fat as milking machine exert optimal pressure on teats and milk whole quantity of milk from
udder.
5.8 Adverse effect of milking machine
No adverse effects on the bovines have been observed. Only one respondent’s cow
teats were damaged due to its use.
5.9 Breakdown incidence in machine
Most of the breakdown happens in liner of teat cups. Liners are made of rubber and it
gets damaged every year, which needs time to time replacements.
5.10 Socio Economic Classification based segmentation
MRSI classified the total population in twelve classes based on the SEC but for this
study, I have clubbed similar classes into one class and total five classes have been created.
A pie chart has been created for breakup of the respondents in these five classes.
Figure 6: Breakup of respondents in SEC segments
A
31%
B
25%
C
18%
D
18%
E
8%

14
A B C D E
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
Table 5: Category scheme of SEC
5.10.1 Class A
31% of respondents belong to this class, out of which 85% of respondents with more
than 40 litres of milk per day, 58% of respondents own more than 5 milking bovines, 69% of
respondents score more than 4 in infrastructure index, 42% of segment members already own
the product, 58% of respondents own more than 10 bovines.
A B C D E
Produce more than 40 litres of milk per
day
84.62% 57.14% 13.33% 33.33% 42.86%
Own more than 10 bovines 57.69% 71.43% 46.67% 73.33% 57.14%
Own more than 5 milking bovines 69.23% 66.67% 26.67% 53.33% 42.86%
Score more than four in infrastructure
index
69.23% 57.14% 13.33% 46.67% 28.57%
Purchase intention 53.33% 68.42% 60.00% 66.67% 14.29%
Already Possess product 42.31% 9.52% 0.00% 0.00% 0.00%
Table 6: SEC Segments profiles
5.10.2 Class B
product, 71% of respondents own more than 10 bovines and 68% of members shown
purchase intention (Table.6).
5.10.3 Class C
5.10.4 Class D

15
5.10.5 Class E
Respondents belonging to class A possess more purchasing power compared to other
class’s members and also some of the members already own the product. So our target
customers must possess qualities of class A.
5.11 Segmentation of respondents using K-means clustering
Infrastructure index, Daily milk production, No. of milking cows, No. of milking
buffalos, total milking bovines and Number of assets own are the available basis variables for
classification. At First, Pearson correlation is used to find out the correlation between these
variables using SPSS (Table.18, Table.19, Table.20).
Infrastructure
Index
Number
of
milking
buffalo
Number
of
milking
cows
Daily milk
production
Total
milking
bovine
Number
of own
asset
Infrastructure
Index
1 -0.258 0.304 0.301 .069 0.446
Number of
milking
Buffalo
-0.258 1 -.179 0.241 0.569 -.072
Number of
milking
Cows
0.304 -.179 1 0.693 0.707 .145
Daily milk
production
0.301 0.241 0.693 1 0.752 0.313
Total
milking
bovine
.069 0.569 0.707 0.752 1 .069
Number of
own asset
0.446 -.072 .145 0.313 .069 1
Table 7: Correlation table of basis variable

16
Daily milk production, number of milking cows and total milking bovine are
positively correlated. So, only one variable will be selected out of these three variables. Total
milking bovines and number of milking buffaloes are positively correlated. So, only one
variable will be selected out of these three variables. Variable which have more coefficient of
variation will be used for classification.
Number of milking cows and number of milking buffalos have more coefficient of
variation compared to others. So, Number of milking cows and number of milking buffalo
will be used for classification.
Total
Milking
Bovine
Infrastructure
Index
Number
of
Milking
Buffalo
Number
of
Milking
Cows
Daily
Milk
Production
Number of own
asset
Sample Size 84 84 84 84 84 84
Mean 7.3929 3.6667 4.3214 3.0714 56.6429 5.5595
Std. Deviation 5.35717 1.55489 3.85008 4.47963 46.68341 2.21904
Coefficient of
variation
72.46% 42.41% 89.09% 145.85% 82.42% 39.91%
Table 8: Coefficient of variation of basis variable
Infrastructure index, Number of milking cows, number of milking buffalo and no. of
assets owned will be used for classification. But these variables are in different scale so
normalization of variables is done using Z-score. After that these variables were used for
clustering the respondents. K means - clustering method is used for classification. K means-
clustering is run for cluster no. 2 to cluster no. 9. VRC (variance ratio criteria) is used to
decide number of clusters.
We are getting minimum value at 4 number of cluster. So number of cluster is 4.
Cluster number 1 has maximum number of respondent.

17
Cluster No. Pooled VRC Omega
2 193.0361
3 83.59475 198.4385
4 172.5919 -102.086
5 159.5027 -0.87727
6 145.5362 3.034542
7 134.6043 8.608266
8 132.2806 11.57574
9 141.5327 -4.54876
10 146.236
Table 9: Selection of number of clusters
Number of Respondent in each Cluster
`Cluster
1 27.000
2 35.000
3 6.000
4 16.000
Table 10: Respondent classification in clusters
5.11.1 Cluster features
5.11.1.1 Cluster 1 (Raja)
32% of our respondents belong to this cluster. Respondents own more milking
buffalos compare to other cluster, own less number of milking cows compare to other clusters
and have adequate infrastructure and possess more assets compare to other clusters.

18
Figure 8: Cluster No. v/s average milking buffaloes
51.85%
37.04%
48.15%
14.81% 18.52%
77.78%
48.15%
62.96%
59.26%
85.19% 81.48%
22.22%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Cattle Shed Electricity in
cattle shed
Water in
cattle shed
Low Voltage
issue
Powercuts Fodder Room
Yes No

19
Figure 9: Cluster No. v/s average milking cows
Figure 10: Cluster No. v/s No. of assets own
5.11.1.2 Cluster 2
42% of our respondents belong to this cluster. Respondents own less number of
milking buffalos compare to other clusters, own average number of milking cows compare to
other clusters and have inadequate infrastructure and possess less assets compare to other
clusters (Fig.8, Fig.9, Fig10).

20
.
5.11.1.3 Cluster 3
7% of our respondents belong to this cluster. Respondents own very high number of
milking buffalos as compared to other clusters and own more number of milking cows than
other clusters, have inadequate infrastructure and possess less assets compare to others. But
we cannot target this cluster because number of respondents is very less in this cluster (Fig.8,
Fig.9, Fig.10,).
25.71%
2.86%
14.29%
28.57%
45.71%
77.14%
74.29% 97.14%
85.71%
71.43%
54.29%
22.86%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Cattle Shed Electricity
in cattle
shed
Water in
cattle shed
Low
Voltage
issue
Powercuts Fodder
Room
Yes No
0.00%
33.33%
16.67% 16.67% 16.67%
66.67%
100.00%
66.67%
83.33% 83.33% 83.33%
33.33%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
in cattle
shed
Water in
cattle shed
Low
Voltage
issue
Powercuts Fodder
Room
Yes No

21
5.11.1.4 Cluster 4
19% of our respondents belong to this particular cluster and respondents own low
number of milking buffalos compared to other clusters, own more number of milking cows
compared to others, have adequate infrastructure and possess more assets compare to cluster
2 and 3. But we cannot target this cluster because cluster members already own milking
machine (Fig.8, Fig.9, Fig.10).
5.11.2 Profiling of clusters
Profiling of clusters have been done using average daily milk production, socio
economic classification, purchase intention, herd size and number of milking bovines.
100.00% 100.00% 93.75%
6.25% 6.25%
93.75%
6.25%
93.75% 93.75%
6.25%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
in cattle
shed
Water in
cattle shed
Low
Voltage
issue
Powercuts Fodder
Room
Yes No
Cluster 4
11.11%
25.93%
37.04%
7.41% 11.11% 3.70% 3.70%
25.71%
57.14%
8.57%
5.71% 2.86%
16.67%
16.67%
66.67%
6.25%
37.50%
25.00%
6.25%
25.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
10 30 50 70 90 110 More than
120
C1 C2 C3 C4

22
Figure 15: Average herd size v/s Clusters
Figure16: SEC v/s Clusters
22.22% 22.22% 29.63%
14.81% 7.41% 3.70%
48.57%
22.86%
20.00%
5.71%
2.86%
16.67%
16.67%
66.67%
37.50%
50.00%
6.25%
6.25%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
5 15 25 35 45 55 More
than 60
bovines
C1 C2 C3 C4
37.04%
3.70% 11.11%
48.15%
2.86%
11.43%
34.29%
34.29%
9.23%
16.67%
33.33%
33.33%
16.67%
87.50%
12.50%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
140.00%
160.00%
A B C D E
C1 C2 C3 C4

23
5.11.2.1 Cluster 1
63% of cluster members have shown the purchase intention, 89% of cluster members
belong to SEC A and B and so possesses high purchase capability, 80% of members own
more than 10 bovines, 74% of members own more than five milking bovines and 63% of
members with 40 litre of milk production per day (Fig.14, Fig.15, Fig16, Fig.17).
5.11.2.2 Cluster 2
51% of cluster members have shown the purchase intention, 86% of cluster members belong
to SEC C,D and E and so have low purchase capability, 50% of members own more than 10
bovines, 28% of members own more than five milking bovines and 17% of members with 40
litre of milk production per day (Fig.14, Fig.15, Fig16, Fig.17).
5.11.2.3 Cluster 3
66.66% of cluster members have shown the purchase intention, 50% of cluster
members belong to SEC A and B, so it comprised of mix respondents , all members own
more than 10 bovines, all members own more than five milking bovines with 40 litre of milk
production per day (Fig.14, Fig.15, Fig16, Fig.17).
5.11.2.4 Cluster 4
Among existing user cluster, all members belong to SEC A and B with high purchase
capability, 75% of members own more than 10 bovines, and 75% of members own more than

24
five milking bovines and 94% of members with 40 litre of milk production per day (Fig.14,
Fig.15, Fig16, Fig.17).
So on the basis of above findings we can target cluster 1 as it resembles the properties
of cluster 4.
5.12 Cluster 1 user preference
This study was done to find out the user priority for important features of milking
machine. This helped us in deciding the feature to be focused more while designing the
machine. Through AHP (Analytical hierarchical process) method following preferences has
been chosen out. Users have given highest preference to type of machine (It means movable
or stationary) then time taken for milking a bovine and after that milking one or two bovine at
a same time. Users have seen these features before buying a milking machine. Price has been
least preferred and so they considered the price at last.
Total Time taken to
milk a cow
Price Type of
machine
Milk more
than one cattle
at same time
Priority
Time taken to
milk a cow
0.139082 0.27453 0.198703 0.239107 21.29%
Price 0.081065 0.097425 0.131313 0.103259 10.33%
Type of
machine
0.397377 0.314892 0.211066 0.401318 33.12%
Milk more
than one cattle
at same time
0.382476 0.313152 0.458918 0.256316 35.27%
Table 11: Priority of users based on AHP
We arrived on following outcomes after doing conjoint analysis. Users have given 1st
preference to power source (Electricity, Alternate power source) to operate the machine.2nd
preference has been given to type of machine (movable or stationary and 3rd to milking one
or two bovines at a time. Price has been considered the least (Table.13).
Type of
machine
Power Source
Milk one or two
bovine at a same
time
Price
Importance
Values
23.01% 31.21% 25.53% 20.29%
Table 12: Importance value of users

25
Figure 18: User preference to various attributes
These priority and preferences will help us in designing the milking machine. To cater
the target segment following priority has been taken into consideration.
5.13 Suitable machine for cluster 1
This study has been done for finding out the best milking machine according to user
requirement and we arrived on the requirement part through conjoint analysis.
Utilities
Utility Estimate Std. Error
Fac1 Stationary .663 .131
Movable 1.327 .263
Fac2 Only Electricity 1.067 .131
Alternate Source
of Power
2.135 .263
Fac3 One .433 .131
Two .865 .263
Fac4 21500 -.128 .079
24500 -.255 .158
28000 -.383 .238
(Constant) .027 .374
Table 13: Utility values of every level of attributes
31.00%
26.00%
23.00%
20.00%
Power source How many bovines
can be milked at a
time
Machine type
(Stationary/Movable)
Price

26
Following table shows the utilities of various levels of attributes. In type of machine
attribute, movable feature has given more utility value as compared to stationary feature of
machine. In power source, alternate power source has been featured as of more utility
compared to only electricity feature of machine. Milking one or two bovines at a time has
been compared of low utility to milking two bovines at a time. In price attribute, 21500 has
max utility compared to 24500 and 28000. So for our target customer segment, best machine
will have these following features.
Constant Type of machine Power Source Milk one or two
bovines at a
same time
Price Total
Utility
Movable Alternate Source
of Power
Two 21500
-.027 1.327 .2.135 0.865 -.128 4.172
Table 14: Best combination of milking machine for targeted segment
Price has negative utility so if we charge 24500 and 28000 rupees for milking
machine (keeping other features constant) total utility will get decrease by 0.128 and 0.255
respectively. But still the drop is not very significant so we can charge 28000 rupees. But this
will not be the best combination of machine for our targeted segment.
5.14 Unit Economics of target segment
Knowing unit economics of keeping one cow or one buffalo is very important. This
will help us to know the profit of a dairy farmer. To calculate this all cost were asked from
the dairy farmer.
Farmers feed Maize, Cotton, Straw, Pigeon Pea, mineral mixture, gau dhara, and
amul fodder only in milking period of bovines. Rest of the time bovines eat only green or dry
grass. To calculate yearly total cost, cost of green grass and dry grass was multiplied with 365
days and daily consumption plus cost of Maize, Cotton, Straw, Pigeon Pea, mineral mixture,
gau dhara, and amul fodder multiplied with milking time period and feeding quantity.
Total Yearly Cost = Price*(quantity consumption per Maize, Cotton, Straw, Pigeon Pea,
mineral mixture, gau dhara, and amul fodder day)*(Milking period)+365*(green grass
quantity, dry grass quantity per day)*Price
Table 15: Formula to calculate total yearly cost of feeding

27
Before 2 months of ending of the milking period, cow and buffalo give half litre of
milk which they usually give during initial months of milking. So for calculating the revenue
per cow and buffalo, daily milk production is multiplied with total milking period of bovine
minus two months plus half of the daily milk production with two months. This gives us the
revenue without bonus. Amul provide bonus (it vary from dairy to dairy 9 rupees in
surendranagar and kuchchh, 12 rupees in banaskantha) at every 100 rupees of pouring milk.
By conservative approach we took 9 rupees as bonus amount for our respondent. Bonus is
calculated for every respondent and added to revenue to calculate total revenue on a bovine
of dairy farmer. Two profits are calculated pre bonus profit and post bonus profit (Table.8).
Revenue = (Milk price*milk quantity per day*(milking period-months))+ (Milk price*(milk
quantity per day/2)*(2 months))
Table 16: Formula to calculate total yearly revenue without bonus
We got the following unit economics for target segment. Profit on one cow is 24337
INR and profit +bonus on one cow is 29507. Profit on one buffalo is 26665.45 INR and Profit
+ Bonus for buffalo 32132 INR.
Bovine Total Cost Revenue Bonus Profit Profit+Bonus
Cow 25853.57 50191.07 5169.91 24337.5 29507.41
Buffalo 34077.85 60743.31 5466.89 26665.45 32132.35
Table 17: Unit economics of a bovine
6 FINDING AND DISCUSSION
6.1 Finding from quantitative analysis
From the Quantitative data analysis we find out following features of our potential customers.
 Customer belongs to SEC category A.
 Own more than 10 bovines.
 Acquainted with cattle shed, electricity in cattle shed, fodder room and facing no low
voltage issue.
 Own at least 6 milking bovines.
 Production of at least 40 litres of milk every day.

28
 Have more than 5 bigha of land.
 Profit on one cow is 29507 INR and on buffalo 32132 INR.
Customer has given more preference to power source over type of machine and time
taken by the machine to milk a single bovine over milking single or double bovines at a time.
Price factor came at end.
Most sought milking machine for our target segment has following attributes.
Operation of movable machine on alternate source of power can milk two bovines at a same
time and costs around 21500. Our target segment is less price sensitive so price can be hiked
up to 28000 INR but hiking price will result in diminished total utility of machine.
Unit economics for a bovine is as follows-Yearly profit without bonus on a cow and
buffalo are 24337.5 INR and 26665.45 INR respectively. Yearly profit with bonus on a cow
and buffalo are 29507.41 INR and 32132.35 INR respectively.
6.2 Findings from qualitative research
6.2.1 Reasons behind low penetration of milking machine
One of the most important factors behind the low penetration of milking machine is
that no demonstration activity of milking machine has been conducted till now. Many people
do not know how to use them and are unaware of the machine’s benefits which results in
misconception in their mind about the product. They think teats may get damaged and
elongated due to use of the milking machine.
Due to less herd size, most of the dairy farmers do not buy milking machine. This
reason coupled with number of milking cattle/buffaloes affect the selling of the milking
machine. They do not find worthiness in using milking machine. Almost all those dairy
farmers, who own less than five cattle/buffaloes do not purchase milking machine.
Some dairy farmers were involved in the trading of bovines which generates income
to them and due to this they were unwilling for making the purchase.
6.2.2 Reasons for purchase of milking machine
Current owner of milking machine purchased the milking machine due to labour
crunch and difficulties faced during milking the bovines. Some of the customers preferred it
due to subsidy factor.

29
6.2.3 Problems in existing machine
Dairy farmers don’t confront any major problem in its operation but they seek to have
a machine with less noise and low maintenance cost.
6.2.4 Additional features in milking machine
Respondents desire a machine through which they can measure the quantity of milk
given by each bovine, fat content determination, machine operation on alternate source of
power, portability, and low voltage adaptability of the machine.
6.2.5 Benefits from milking machine
Some of the benefits received by our respondents told us were saving of time, labour
force reduction, less energy requirement for milking the bovines, good quality of milk and
more quantity of milk.
7. RECOMMENDATIONS
During development of milking machine, following attribute of machines should be
considered on prior basis viz. adaptability to low voltage situation, hybrid nature of machine
signifies the operation on both electricity as well as on alternate source of power, milking at
least two bovines at a time and single machine can operate both cow and buffalo and
portability.
Target those customers who possess these characteristics- Belong to SEC A, own at
least ten bovines, have decent infrastructure, daily milk production of 40 litres and own six
milking bovines.
There is an urgent need of collaboration with big dairy players should be taken into
consideration which will result in rapid market capture and provide the established
connection of partner with it. Demonstration and below line promotional activities of
machine in selected villages should be initiated to resolve the doubts and misapprehensions
regarding the product. A help team should be set up for creating nexus between government
and dairy farmers for facilitation of govt. subsidies and schemes, veterinary and
infrastructural facilities (cattle shed) to dairy farmers.

30
8. REFERENCES
1. Ministry of Agriculture Department of Animal Husbandry, Dairying and Fisheries
(2012) 19th
Livestock Census (2012). Krishi Bhawan, New Delhi: Government of
India.
2. Ministry of Agriculture Department of Animal Husbandry, Dairying and Fisheries
(2014) State of Indian Agriculture (2014). New Delhi: Government of India.
3. Ministry of Home Affairs (2012) SRS Statistical Report (2012). New Delhi:
Government of India.
4. Rao Sunitha (2015) “Tripura Farms Milk Organic Fad”The times of India”, January
15.
5. Kolf Wouter (2014) “Making small dairy farming globally competitive: myth or
reality” Business Line, December 29.
6. Khan Irum (2010) “Steady growth of dairy equipment industry in India”FnB
News.com, August 02.
7. NDDB Statistics, 2015. Milk Production in India. [Online] Available at:
http://www.nddb.org/information/stats/milkprodindia [Accessed at: 4 July 2015].
8. NDDB Statistics, 2015. Milk Production by States. [Online] Available at:
http://www.nddb.org/sites/default/files/sites/default/files/pdfs/merged_document2-
3.pdf [Accessed at: 4 July 2015].
9. NDDB Statistics, 2015. Per Capita Availably of Milk by States. [Online] Available at:
http://www.nddb.org/information/stats/percapitavail [Accessed at: 4 July 2015].
10. NDDB Statistics, 2015. Livestock Population in India by Species. [Online] Available
at: http://www.nddb.org/information/stats/pop [Accessed at: 4 July 2015].
11. NDDB Statistics, 2015. Milch Animal Population by States [Online] Available at:
http://www.nddb.org/information/stats/milch [Accessed at: 4 July 2015].
12. Fao Stat, 2015. Milk Production by Countries [Online] Available at:
http://faostat.fao.org/site/535/default.aspx#ancor [Accessed at: 4 July 2015].

i
9. ANNEXURE
9.1 Annexure 1
Table 18: Categories schemes of average herd size, average daily milk production, average
number of milking cows and average number of milking buffalos
Average
Herd Size
Average
daily milk
production
Average no.
of milking
cows
Average no.
of milking
buffalos
5 10 2 2
15 30 5 5
25 50 8 8
35 70 11 11
45 90 14 14
55 110 17 17
More than 60 More than
120
More than 18 More than 18
Table 19: Category scheme of infrastructure index
Have Cattle
Shed
Water in
cattle shed
Electricity
in cattle
shed
Fodder
room
Low
voltage
issue
Power
cuts
None of
the
above
Yes 1 1 1 1 0 0 1
No 0 0 0 0 1 1 0

ii
Table 20: Category scheme of number of assets own
Assets Yes No
Electricity Connection 1 0
Ceiling Fan 1 0
LPG Stove 1 0
Two Wheeler 1 0
Colour TV 1 0
Refrigerator 1 0
Washing Machine 1 0
Personal Computer/Laptop 1 0
Car/Jeep/Van 1 0
Air Conditioner 1 0
Owned Agriculture Land
Area
1 0
Total 11

iii
9.2 Annexure 2
NDDB Questionnaire
Q1. Following data with timeline (Historical to current) for Gujarat state :
 Penetration rate of milking machine
 Price of milking machine
 Milk price
 Effect on milk production due to use of milking machine
 Labour wage paid to labour for milking the cow
 Population of bovine animals in every village
 Milk production of every district
 Milk production of every village
 Accidental rate of milking machine
 Village level data on power use of farm technology ( to map tech-savvy
farmers)
Q2. What is the economic status of current holders of milking machine in Gujarat? (to
know income level and land holding )
Q3. What is the herd size of bovine animals own by current holders of milking
machine in Gujarat?
Q4. Effect of following factors on penetration of milking machine:
 Inconsistent power supply
 Operating Noise
 Quality of milk
 State of the udders of cow
 Hygiene of machine
 Religious belief
 Price of milking machine
 Size of machine
 Handling of machine
 Time taken to milking a cattle
 Misconception about machine
 Repairing and maintenance of machine
 Machine work as vector for disease transmission in animals
 Space requirement for machine

iv
9.3 Annexure 3
Exploratory Study Questionnaire
Basic Information
Name
Village Name
District Name
Mobile Number
How many cattle you own?
How many buffalo you own?
Does cow give milk whole year
Does buffalo give milk whole year
What are the breeds you own, purchased price and pressure applied on teats?
Cattle Buffalo
Breed Name Pressure Price Breed Name Pressure Price
If they have no buffalo then what is the reason behind this?
Is there any pressure difference between cow and buffalo during milking?

v
Everyday how much milk is produced and use of milk?
Quantity (Per Day) Selling Price Domestic Total Revenue
Morning Evening
Cow
Buffalo
How do you milk?
Manually By machine
If manually then how you milk
If manually, then you use which type of labour (Write down number of labours)?
Hired Labour Domestic Labour
Is hired labour indulges in milking only or any other purposes?
Milking only (Day
time)
Milking only
(Night time)
Milking both
time
Agriculture Bovine Care Others
If hired labour then how you pay them(please quantify this on daily basis)?
Only Milk Only Money Both
Per person Cost
Total Labour Cost
Everyday how much cattle feed is required.
Required Cattle Feed/day Per Kg Cost Total Cost/day/month
If you use milking machine, then you use which type of labour (No. of labour)?
Hired Labour Domestic Labour
If hired labour then how you pay them (please quantify this on daily basis)?
Only Milk Only Money Both
Per person Cost

vi
Total Labour Cost
Is hired labour indulges in milking or other purposes?
Milking only (Day
time)
Milking
only (Night
time)
Milking
both time
Agriculture Bovine Care Others
Why do you not use machine for milking?
Lack of money to purchase the
machine
Not enough cattle to achieve
any benefit from machine
Electricity problem
Religious belief
Misconception about machine
Any Other
Give us information about those
individual who uses machine
Name:______________________________________________
Village:____________________________________________
Contact no._________________________________________
You can do the milking of only two cows if you use a movable machine. If you use stationary
machine you can do milking of more number of cows but stationary will cost more than
movable.

vii
So which kind of machine you want?
Movable Stationary
Answer these in yes/No.
Yes No
Power cut during milking timings
Power source availability in cattle shed
Any incident of damage of teats due to manual milking
Problems you face on manual milking
How many teats you use for milking?
2 Teats 3 Teats 4 Teats
When Calf is there
When no calf
Quantity of milk through each teat is similar or dissimilar (FTY:- Facing Towards You)?
Yes No
If yes then tick the combinations
Seasonality wise milk production:-
Summer
Spring
Winter
Autumn

viii
Name of diseases which can be transmittable from one bovine to other due to use of
contaminated machine.
If you are using machine then tell us following details:
Company Name
For how long you are using milking
machine
What was the cost of milking machine
How much time it takes to milk a single
cow
Benefit of machine
Have you faced any problem
Which do milking fast manual or machine
Why you install the milking machine
Every day, suppose we come to your doorsteps and do milking of your animals. Will you sell
your milk to us?
9.4 Annexure 4
Final Study Questionnaire

ix
Screening Questions:NAME
Screening Question:
How many total bovines (cow + buffalo) you own?
Lesser than 5 In between 5 to 10 More than 10
How many milking bovines (cow + buffalo) you own?
Lesser than 3 In between 3 to 8 More than 8
(If total cow + buffalo or milking cow + buffalo number are less than 5 then do not survey the
respondent.)
1. Basis Variables:
A. Socio-Economic Classification
Items owned/ have access at home Encircle Tick
Electricity Connection 01
Ceiling Fan 02
LPG Stove 03
Two Wheeler 04
Colour TV 05
Refrigerator 06
Washing Machine 07
Personal Computer/ Laptop 08
Car/Jeep/Van 09
Air Conditioner 10
Owned Agriculture Land area 11
Number of Standard 11 Owned
No. of
Durables
(TRANSFER)
Illiterate Literate
but no
formal
schooling/
School up
to 4 years
School-
5 to 9
years
SSC/
HSC
Some
College
(incl a
Diploma)
but not
Grad
Graduate/
Post
Graduate:
General
Graduate/
Post
Graduate:
Profession
al
1 2 3 4 5 6 7
None E3 E2 E2 E2 E2 E1 D2
1 E2 E1 E1 E1 D2 D2 D2
2 E1 E1 D2 D2 D1 D1 D1
3 D2 D2 D1 D1 C2 C2 C2
4 D1 C2 C2 C1 C1 B2 B2
5 C2 C1 C1 B2 B1 B1 B1
6 C1 B2 B2 B1 A3 A3 A3
7 C1 B1 B1 A3 A3 A2 A2
8 B1 A3 A3 A3 A2 A2 A2
9+ B1 A3 A3 A2 A2 A1 A1
Sr No. Date: Pic Id: Done By:
Name: Phone No:
Village: ` Taluka:
District:

x
B. Basic Information:
For this section please write exact numbers in second row of every question, also tick the range in
fist row.
1. How many cows you own?
5 < No. < 10 10 <= No. < 20 20 <= No. < 30 No >= 30
2. What is the number of milking cows you own?
No. < 5 5 <= No. < 10 10 <= No. < 20 More than =20
3. How many female calves you currently own?
No. < 5 5 <= No. < 10 10 <= No. < 20 More than = 20
4. How many buffalos you own?
5 < No. < 10 10 <= No. < 20 20 <= No. < 30 No => 30
5. What is the number of milking buffalos you own?
No. < 5 5 <= No. < 10 10 <= No. < 20 More than =20
6. How many female buffalo’s calves you currently own?
No. < 5 5 <= No. < 10 10 <= No. < 20 More than =20
C. Unit Economics:
1. How many litres of cow milk produced every day?
litres <
30
30 <= litres
<60
60 <= litres <
90
90 <= litres <
150
150 < =litres
<250
More >
250
2. How many litres of buffalo milk produced every day?
litres <=
30
30 <=litres
<60
60 < =litres <
90
90 < =litres <
150
150 < =litres
<250
More >
250
3. What is the milking period of a cow?
6 months 7 months 8 months 9 months 10 months 11 months
4. What is the milking period of a buffalo?
3 months 4 months 5 months 6 months 7 months 8 months
5. How much milk cow produce every year? 12. Which breed of cow you own?
6. How much milk a buffalo produce every year? 13. Which breed of buffalo you own?
7. What is the selling price of one litre of cow milk?
8. What is the selling price of one litre of buffalo milk?
9. What fodder you use to feed cattle?
Green
grass
Dry grass Amul fodder Kapas Makka Un-known
Price per Kg `
Qty Per Day
(Cow)
Qty Per Day
(Buffalo)
10. Do you measure individual cow produce milk? Yes No
10.1 If yes to (Q No. 10 then why)
11. Who is major buyer of your milk?

xi
D. Infrastructure:
1. Do you have cattle shed facilities?
Yes No
2. Do you have water facility in your cow shed?
Yes No
3. Do you have electricity in your cow shed? (If yes in Sec A electricity question)
Yes No
4. Are you facing low voltage issue?
Yes No
5. Power cuts during milking time?
Yes No
6. Do you have facility for keeping fodder?
Yes No
E. Milking Machine:
1. Do you own milking machine? (If No then go to sec no. G)
Yes No
1.1 If yes (Qno.1), then reasons that motivated you to purchase milking machine?
Labour force
requirement
Second
alternative
Facing time issues Future growth Any other
Any other (Please Specify)
1.2 How many people you require for handling milking machine?
1 Person 2 People 3 People
1.3 Is there any reduction in labour force after installing the milking machine?
Yes No
1.4 What was cattle strength when you purchased the milking machine?
10 < =Size 10 < =Size <
20
20 <= Size < 30 30 <= Size < 40 Size > 40
F. Qualitative Research on Milking Machine (if own a milking machine):
1. Company Name
2. From which vendor you purchased
machine
3. For how long you are using milking
machine
4. What was the cost of milking
machine
5. How much time it takes to milk a
single cow
6. Did you get any subsidy on machine? Yes No
6.1 If yes, then how much?
7. Did you get any warranty on
machine?
Yes No
8. If yes then duration of warranty
9. Benefits of machine

xii
10. Any Adverse effect on animal due to
use of milking machine
11. Method of Machine Cleaning
Operation
12. Maintenance of Milking machine
13. Any breakdown incident
13.1 If yes, then how many times
breakdown happed, which part
13.2How you resolved the issue
13.3What other features you want in
Machine
14. Any Other
G. Quantitative Research on milking machine (If no to QNo. 1 of Sec E )
1. Do you want to install milking machine in future?
Yes No
1.1 If yes (QNo.1), then what will be the minimum number of cattle you require to install machine?
5 < Size 5 <= Size <
10
10 <= Size < 15 15 <= Size < 20 Size > 20
1.2 If yes to (QNo.1), What all features you want in Machine?
1.2 If no (QNo. 1) then what are the reasons?
Lack of money Not enough
Cattle
Electricity
Problem
Religious
Belief
Misconception
about machine
Any Other
H. Hired Labour
1. Do you use hired labour for milking?
Yes No
2. If yes (Q no. 1), then hired labour is indulge in milking only or any other activity?
Milking only
(Day time)
Milking
only (Night
time)
Milking both time Agriculture Bovine Care Others

xiii
3. How much you pay to hired labour?
No. of hired Labour Male: Female:
Salary (Per Month)
Milk (Per Day)
2. Conjoint Analysis:
Please rate the following profile in the scale mentioned below:
Suppose you are going to purchase a milking machine. One by one, we are going to show you various
options available in the market. Please tell us which one will you buy, will not buy or cannot say
anything. For example:
A machine which has following features movable, electricity as a power source, can milk two cows
and cost of machine is around 25000. I will buy this machine.
Definitely will
not buy
Probably will not
buy
Not Sure Probably will buy Definitely will
buy
1 2 3 4 5
Card ID Type of Machine Power Source
No. of cow
milk at a time Price
Rating
1 Movable Alternate Source of Power One 28000
4 Stationary Only Electricity Two 28000
7 Movable Only Electricity Two 24500
6 Stationary Alternate Source of Power One 24500
9 Stationary Alternate Source of Power One 21500
3 Stationary Only Electricity One 21500
5 Stationary Alternate Source of Power Two 21500
10 Stationary Only Electricity Two 21500
8 Movable Alternate Source of Power Two 21500
2 Movable Only Electricity One 21500

xiv
3. Descriptive Variable:-
How much selected variable is important than other?
Like other machines milking machine too have many features. Suppose you are going to purchase a
milking machine in market. We are requesting you to do a pairwise comparison of features. Like, I am
going to purchase a milking machine. Similar question is asked from me to compare price with
milking time and for me milking time is more important than price of machine as shown in pic 5.
Equally
Important
Moderately
Important
Strongly
Important
Very
Strongly
Important
Extremely
Important
1 2 3 4 5
Milking Time Price Machine Type To milk one cow
at a time or more
To milk cow
or buffalo or
to milk both
Milking Time
Price
Machine Type
To milk one cow
at a time or more
To milk cow or
buffalo or to milk
both

xv
9.5 Annexure 5
Images used to made cards for conjoint analysis.
Single cluster machine
Alternate source of power
Stationary Machine
Movable machine
Electricity as a source of power

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