Factors affecting consumer perception of Kenyan manufactured fast moving consumer goods in the East African community. a case of laundry detergents products _

Abstract

The purpose of this study was to determine the factors affecting consumer perception of Kenyan manufactured fast moving goods in East African Community, a case of laundry detergents products. The study was guided by the following objectives: To determine consumer perception of Kenyan manufactured fast moving consumer goods by the East African community and to determine factors that influence consumer perception of Kenyan manufactured products in the EAC. A descriptive survey design was used for the study. The target population for the study were consumers of Kenyan manufactured fast moving consumer goods from Kenya, Uganda, Tanzania, Rwanda and Burundi. A convenience sampling was used and sample size for each country was fifty (50) respondents per country giving a total of 250 respondents. Out of the targeted 250 respondents, 190 responded. Primary data was collected using semi-structured questionnaires. Descriptive statistics such as measures of central tendency, dispersion, percentages and frequencies distributions were used to describe and summarize data. Data Analysis was aided by the use of Statistical Package for Social Sciences (SPSS). On the perception of Kenyan manufactured fast moving consumer goods, the case of laundry detergent products, the study found that different detergents such as Omo, Sunlight, Ariel, Persil and Toss were consumed in the five Nations, with Omo as the most consumed. Regarding the factors influencing the perception of Kenya manufactured products, a case of laundry detergent products; majority of the respondents indicated that the products were fairly expensive. On the perceived quality of the products,majority of the respondents perceived the products to be of good quality. Regarding the country of origin, most of the respondents agreed that they rather buy laundry products made in Kenya because they could always trust in quality, availability and other attributes. On the risks associated with the products, the study found the respondents disagreed with the statements that the risks of using the products from Kenya was that the products may not work well, that the products may harm them and that they did not like the products from Kenya. The study also found that the respondents strongly disagreed with the statement that buying Kenyan products will make them lose money and that buying products from Kenya will make their friends laugh at them.