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An Insight into the Brand Management of Shrimp Feeds Marketing

Year	2011
Volume/Issue/Review Month	Vol. - IV \| Spl. Issue 3 \| April
Title	An Insight into the Brand Management of Shrimp Feeds Marketing
Authors	Dr. A.Sabari Rajan , Dr.C.S.Siva Prakash
Broad area	An Insight into the Brand Management of Shrimp Feeds Marketing
Abstract	India is considered as one of the world leaders in shrimp production and exports in which Kerala plays a significant role. Considering the requirement of precious foreign exchange, the government has identified the marine products as a trust area for developments. As in the case of all natural resources, the fisheries resources are also depleting and hence cannot be expected to keep up with the demands of the multiplying mankind. There are umpteen numbers of reasons for this predicament of the Indian fisheries. In this context, shrimp feeds are the major growth area and hence it is important that more focus is given for the sustainability of this shrimp feeds and its marketing. In this article we tried to analyze the shrimp feed market in Kerala, various brand variables that influence the farmers purchase behavior and validation of brand acceptance strategy among the framers, manufacturers and marketers in Kerala.
Description	Global Shrimp Market and Production Shrimp, even now regarded as a luxury food by most people, has become more affordable and available as demand for it steadily rises in the major consuming markets of Japan, North America and Europe. It has grown into a
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