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.

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