International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Determinants of Consumers’ Choice of Milk Brands in Selected Residential Estates Owned By Nairobi City County, Kenya
Olgha Auma Adede, Dr. Mary W. Kinoti

The dairy industry in Kenya has become very competitive in the last two decades following liberalization of the sector. In the light of competition, dairy companies are adopting different marketing practices to attract customers. Purpose of this study is to identify key factors that significantly influence consumers in the choice of milk brands. Descriptive survey was used in sampling 375 housing units within Nairobi City County. Findings revealed 10 factors as important - Store’s cleanliness, Quality, Taste, Price, Availability, Family size, Income, Smell, Thickness and Quantity with least important factors being respondents’ religion, stores’ size, advertisements, company personnel, respondents’ associations, color of packaging and location of outlet. Brand specific factors were concluded as playing significant role in determining brand choice while personal factors have least influence. Further research is recommended in other counties, away from the cosmopolitan county of Nairobi, to establish any similarities in findings.

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