THE EXTENT TO WHICH CONSUMER PROMOTIONS BUILDS AWARENESS OF DAIRY PRODUCTS: A CASE OF CONSUMERS IN NAIROBI
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 8
Abstract
This study was conducted with the objective to determine the extent to which consumer promotions build awareness of dairy products. The focus of the study was the consumers in Nairobi. To achieve the objective, a sample of 108 customers was picked and a questionnaire was administered to each of them. The four main supermarket chains in Nairobi which include Uchumi, Nakumatt, Tusker and Ukwala were picked. Three respondents were picked from each of the 36 branches of the four chains. A recruitment guide was used to determine the extent of awareness. Every tenth customer leaving the supermarket was asked to fill the recruitment guide to determine the awareness status and then the questionnaire if one qualified. The researcher picked the next person in cases where one failed to qualify. Data collected was analysed using the percentages, means and standard deviations. The study found that dairy industry emphasizes preference for the brand awareness element in its quest to meet the tests of appeal, appropriateness and differentiation of firms’ various brands. This is achieved by heavy promotions of their dairy brands. The strategy which various managers of brands would choose to adopt must depend upon the brands’ own life cycle as well as the development of brands’ own market. It is recommended that brands be promoted properly so that consumers become aware of some of the product(s) which are quite good and nutritious.
Authors and Affiliations
Martin Warutere| Department of Business Administration, Chuka University, P.O Box 109 60400,Chuka, Kenya
Keywords
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