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.