Influence of Packaging and Lebeling on Consumer Perception of Dry Cell Quality: a Study of Selected Estates in Makadara Division of Nairobi

Abstract

In recent times, many manufacturers have made tremendous modifications to their packages and labels, driven by various factors, among them; the price of packaging material, response to counterfeits and in an attempt to appeal more to consumers. This study looked at the attributes of dry cell packages and labels that appeal to consumers, and which attributes consumers attribute to quality. The objectives of this study were to determine the attributes of dry cell packages and labels that appeal to consumers and those that communicate quality to them. Representatives from a Sample of 190 households from judgmentally selected estates filled in questionnaires. The data received was analyzed in tables and cross-tabulated against the respondents bio data. Information contained on the package, the brand name and colour of the package appealed most to consumers and hardness and cleanliness in addition to the above attributes communicate the quality of the dry cell. Marketers of dry cells need to ensure that they present them in hard and clean packages, bright labels with clear brand names, and product 'information.