Consumers ’ Perceptions Towards Goat’s Milk: Exploring the Attitude Amongst Consumers and Its Implication for a Dairy Goat Breeding Programme in Siaya County, Kenya

Although most of the milk consumed in Kenya comes from cows, goat's milk is becoming increasingly popular despite the often negative public perception as evidenced in the literature. Studies on consumer willingness to pay for goat’s milk have revealed that consumers were more willing to pay a premium price to obtain the milk. However, there is inadequate information on consumers ’ attitudes towards consumption of goat’s milk, factors associated with this attitude and their implication on a dairy goat breeding programme. By assessing consumer perception, the current study examined consumers ’ attitude towards goat’s milk in Siaya County of Kenya, the factors that influenced the decision, and their implications for a dairy goat breeding programme. A snowballing sampling technique was used to select a sample of 84 survey respondents in the County. Primary data was collected using interviews with the help of sets of structured and semi-structured questionnaires. A 5-point Likert continuum scale was used to analyze and rank perceptions of consumers, with one (1) as strongly disagreed and five (5) as strongly agreed. The results showed that consumers ’ perception towards goat’s milk was positive. There was a relationship between perception towards goat’s milk and socio-economic factors like age and education