Epsilon Archive for Student Projects

Abstract

VikingGenetics is one of the world's largest breeding companies. 2008 was launched two new products, X-Vik and GenVik. Now VikingGenetics want to get information about the effects of the marketing. We have investigated the differences in knowledge and use of the products between different livestock associations, size of herd and farmers' breeding interests. The method used was by sending out a questionnaire by mail. We sent out 1000 surveys and the achieved response rate was 52%. Questions to be answered include. a. "Is there any difference in knowledge of the X-Vik and GenVik between members of livestock associations in Sweden?" "How many have used X-Vik, and why?" "Is there any difference in use of the products between “do it your self” and technicians’ inseminations?" and "How would farmers want future information from Viking Genetics?" We have chosen to send out a questionnaire by mail, because it was a relatively large volume and we would get the replies in a short time. We also wanted the study to be easy for farmers to participate. In the introductory letter we sent together with the questionnaire, we encouraged the farmers the respond on the survey. Farmers participating in the survey were included in a lottery of the X-Vik and GenVik semen doses, and some form of profile clothing. We also included a pre-addressed and franked reply envelope to increase the chances of many answers. After half the time we sent out a reminder letter to those who not yet had responded. The results showed that there are differences in knowledge and use of livestock products between the different livestock associations in the country. Farmers generally have less knowledge of GenVik than X-Vik. Members of Skånesemin were less updated regarding VikingGenetics products than members of the other livestock associations. It was 17% of the farmers who answered the question that had used X-Vik and just over half of them use it to heifers. The main reason to use X-Vik was to have a calf after a specific cow. Many stated that they would expand the herd and had a shortage of heifers and some other were curious and wanted to test. There were also differences between “do it your own” and those who used technicians’ inseminations. Do it your own insemineurs had the greatest knowledge of products and higher utilization rate. Many farmers still want information on the traditional way by mail. The farmers wanted the information through their livestock associations, Avelsnytt and other breeding journals.