Attitude of consumers in Nairobi towards the quality of nuts offered by Kenya NUT Company

Abstract

The objective of this study was to determine the attitude of consumers of nuts in Nairobi towards the quality of nuts offered by Kenya Nut Company. Three components of attitude namely cognitive, affective and behavioral (ABC) were analyzed in order to understand the attitudes of consumers well. The research was based on descriptive statistics where primary data was collected USIng a structured questionnaire, which was administered by research assistants in Nairobi Supermarkets. A sample size of 200 respondents was targeted but 184 questionnaires were successfully completed giving a response rate of 92%. Respondents were randomly selected in supermarkets in Nairobi. Data analysis was done using mean scores and standard deviations. This was because the study was modeled on a descriptive framework. To eventually summarize and gauge attitude of consumers towards the quality of nuts offered by Kenya Nut Company, "overall attitude as an objective model" was adopted (Batra et. al. 2003). The research revealed that 44.6% of consumers of nuts were aware of Kenya Nut Company that processes and packages nuts. According to the findings, consumers of nuts in Nairobi see superior packaging, hygienic packaging and quality of packaging material of nuts as quality dimensions. Benefits associated with nuts were varied but the commonly accepted one was nutritional value as revealed by this research. It was suggested that a study could be carried out on manufacturing firms to establish the attitude of retailers and wholesalers towards the products that are produced by Kenya Nut Company and its competitors such as Equatorial Nut Processors, Sawa Africa, Deluxe Food Industry e.t.c. The limitation of this study was that, it was based in Nairobi thus could not probably represent the attitudes of consumers in peri urban and other towns.