| dc.description.abstract | Dairy industry in Kenya has se en lot o f changes since its liberalization in 1993 .This
made players in the industry from 1 to 4 by 2004. As a result of many entrants,
competition became stiff and firms had to come up with various competitive strategies,
packaging being one of them. Recently there has been an increase in the use of plastic
packaging or productstin the dairy industry. The objective of this research was to
establish the perception of cusumers on plastic packaging of dairy product in Kenya.
Diferent people perceive issues differently. This case also applies in packaging of
product.
This was a descriptive survey, which targeted consumers of dairy products in Nairobi.
One hundred consumers were randomly selected from key retail outlets. A semistructured
questionnaire was used to collect primary data. Administration of the
questionnaire was of personal interview.
A total of 100 respondents were targeted but a response rate of 90% was achieved. Data
was analysed using descriptive statistics, i.e. Frequencies, percentages, mean score and
standard deviation. Plastic packaging was perceived by most consumers of dairy products
as good based on the attributes above. Most of the consumers preferred plastic packaging
compared to other packaging materials. As recommendations to the dairy firm in Kenya
is to continue using plastic packaging and continue modifying its attributes to meet their
custimers need. Therefore this acts a motivator the dair industry players to continue
using plastic packing as compared to other forms of packaging
The main limitition of this study was unwillingness of customers to provide the
required information and illiteracy. A similar research should becarried out forcusing on other industries and also as a case study | en_US |
