Determinants of consumers' choice of milk brands in Selected estates in Nairobi

Abstract

The objective of this study was to identify the factors that influence consumers' choice of milk brands in selected estates in Nairobi and to establish the extent to which the identified factors influenced brand choice. The outcome was intended to help brand providers within the industry improve their offerings and target their consumers more effectively. Descriptive survey was used in the study. The population was derived from 2004 list of estates within Nairobi as demarcated by Nairobi City Council. This gave a total of 14,596 housing units in Eastlands and 3,325 units in other estates other than Eastlands. Convenience sampling was used to select 4 estates from each estate category. Sample size of 200 housing units was used and houses sampled were selected randomly. Proportionate samples were taken from the selected estates. Primary data was collected using structured questionnaires and data analyzed using percentages and mean scores while data presentation was made in tables. The study findings indicated that consumers regarded product factors as paramount in determining their brand choices. Much emphasis was put on quality, quantity, colour, smell, thickness and taste. Another important factor was the price of the brands. This was so due to the hard economic times facing the country and every consumer was interested in areas of cutting cost. Availability of brands also came out as important as consumers would look from shop to shop in search of their preferred brands, or else they would purchase any available brands which they could however not have purchased if their preferred brands were available. Influence from point of purchase materials was minimal so were environmental factors. There is a need for brand providers to "listen" to their consumers more and more in order to cut an edge in this competitive industry. They need to focus on customers' requirements and present their brands with characteristics that are pleasing to the customers. They also need to price their brands with the economic situation of the country in mind. Brand availability need to be given great emphasis to enable consumers access their preferred brands at the most convenient retail outlets thus avoid switching habits portrayed by consumers due to brand unavailability. Further research should be carried out in other regions of the country, away from the cosmopolitan city of Nairobi, where consumer behaviour is kind of similar. This may reveal different findings from the current one thus present milk brand providers with areas to target in offering their brands to consumers in such regions ..