The Influence of Perceived Quality Attributes on the Choice of Animal Feeds: Case of Nakuru District

Abstract

This study sought to investigate the effect of perceived quality attributes on the choice of animal feeds brands. It was carried out between April 2002 and October of the same year. The sampling frame comprised of small-scale farmers from Nakuru district. The sampling method used was multistage sampling. Many dairy feeds manufacturing companies did not observe the relevant attributes that constitute perceived quality outlook. Some of the attributes were very important and need to be considered. ln order to investigate this the research had the following objectives. i) To identify the important attributes of perceived quality in the choice of animal feeds. ii) To determine the influence or the perceived quality attributes in the perception or quality. Primary data was collected using questionnaires that were divided into three parts. The data was analyzed using descriptive statistics for parts one and two. Frequencies and percentages were used. Contingence tables were used to see relationships between the attributes and aspects of the biodata. In part three factor analysis using SPSS 9.0 package was used. It was deduced from the study that some aspect like the farming duration, type of breed and number of cows kept had influence on attributes or perceived quality. This important attributes were: brand name; the package size: the functionality: the fit and finish of the brand. Several factors were considered as important in perception of quality. These were; • Information about the brand and quality of package • Credibility and the uniqueness of the brand and company • Assurance of performance and availability of the brand • Quantity of the brand • Commitment by the middlemen • The content and texture of the feeds • Attitude towards the brand • Existence of the brand' • Transportation services to consumers • Frequency or advertising In conclusion, companies manufacturing animal feeds should observe these important factors. They should also incorporate the relevant attributes when manufacturing the feeds. By doing this they will be committed to their customers in a positive way.