Factors considered in the choice of fresh milk brands by consumers in Nakuru Municipality Kenya

Abstract

The study was a survey aimed at analyzing the factors that consumers in Nakuru municipality consider in choosing fi"esh milk brands. The study analyzed the extent to which price. availability of fresh milk brands. packaging and perceived quality of brand are considered important in the choice of fresh milk brands by consumers. The motivation behind this study is the fact that the dairy sector in Kenya having been liberalized fourteen years ago. has since witnessed an increase in the number of milk processors and sellers. each coming up with own brand thus providing consumers with a wide range of brands to choose from. It has not been clear which factors consumers consider in their choice of fresh milk brands. lt has also not been clear to what extent price. packaging. availability of fresh milk brands and perceived quality of brand. lt is important that the milk processors and sellers understand what consumers consider in brand choice. because this can form the basis oftheir marketing strategies. Data was collected using structured questionnaire. through personal interviews with respondents in their homes. Data was analyzed using descriptive statistics facilitated by statistical package for social sciences (SPSS). The study concludes that quality. packaging. availability of fresh milk brands and price is considered important in that order. It is therefore important that the milk processors and sellers have their containers clean and properly sealed. Fresh milk with high fat content is considered as high quality. Consumers like packaged milk with long expiry dates. while some purchase whatever fresh milk brands are available. Consumers purchase fresh milk that is affordable. To a large extent advertisement and sales promotions influence consumers choice for fresh milk brands. Public relations. publicity personal selling unanticipated circumstances. reference groups and social class to a limited extent influence choice for fresh milk brands.