Perception of consumers in Nairobi towards Cooking oils.
Abstract
Cooking oil industry is an important sub sector in the Agricultural industry and Kenya
spends over Kshs. 14 billion annually to import edible oil. Local companies have
realized the potential which exists in the sub sector and about 30 companies have
invested in the cooking oil industry leading to intense competition and proliferation of
brands and the subsequent cannibalism of existing brands. In such a competitive
environment, it is important to gauge consumers' perception about cooking oils.
Perceptions are more important than reality, as it is perceptions that will affect
consumers' actual behavior. This study sought to gauge the perception of consumers in
Nairobi towards cooking oils with the objectives of determining the nature of these
perceptions, and establishing differences in perceptions between vegetable and animal
cooking oils.
The study was a descriptive survey which targeted shoppers in selected supermarkets
within the Central Business District of Nairobi. Two hundred respondents were
randomly sampled in four different supermarkets and a structured questionnaire given
to them to fill as they shopped in the selected supermarkets. An equal number of
shoppers were drawn from each outlet. A response rate of 82% was achieved. Data on
consumers' personal profiles and consumers' use of cooking oil was analyzed using
descriptive statistics and Chi - Square. A live - point Likert scale was used in assessing
consumers' perceptions of cooking oils. The Man - Whitney U test was used to analyze
differences in consumers' perceptions between vegetable and animal cooking oils.
The study found that respondents perceived vegetable cooking oil as being digestible to
a small extent, has no cholesterol to a moderate extent, and healthy to a small extent.
Animal cooking oil was perceived as being digestible to a large extent, has no
cholesterol to a large extent, and healthy to a moderate extent. The study revealed that
both male and female consumers had similar perceptions of animal cooking oil but they
differed on their perceptions of vegetable cooking oil on the attribute of health. A
difference in perception between vegetable and animal cooking oil was found on the
attribute of health only. It is recommended that the Government and other stakeholders
IV
should educate the public about animal cooking oil products and manufacturers to carry
out consumer education programmes to correct wrong perceptions about vegetable
cooking oils by consumers. A study similar to the current survey should be carried out
in the emerging markets such as Yaya shopping Mall and Village market. A
comparative study of rural and urban consumers should be done to assess their
perceptions about cooking oils.
Citation
Masters of business administrationSponsorhip
University of NairobiPublisher
school of Business, University of Nairobi