| dc.description.abstract | The objective of this study was first to establish whether consumer perception of fortified
products is different from their perception of non-fortified products. The second objective was to
find out the educational influence on perception of fortified products. In order to achieve the
above objectives data was collected using a semi-structured questionnaire whose respondents
were Nairobi residents who were above eighteen years of age. The head of the household was
interviewed for each residence; in this case the father or the mother. In single households the
person who lived in the house was interviewed.
The data was then analyzed using mean scores and standard deviations. Factor analysis was then
done on some respondents to determine the factors that were common in determining perception
of fortified products. The findings from the study suggest that fortified products are regarded as
different from non-fortified products in terms of nutritional content, usage and benefits to the
body. The data also indicates that the factors considered to be important in fortified products are
also considered to be important in influencing the choice of the fortified product to buy or take.
These factors include, the type of vitamins added, type of minerals added, the nutritional value
and the availability ofthe brand in the market.
This study also indicates that the educational level influences consumer perception of fortified
products. The findings indicate that the higher the educational level the lower the perception of
fortified products as more nutritious, healthy, and good for body development and growth. The
lower the educational level the higher the perception that fortified products are nutritious,
healthy, expensive, and fattening.
From the results of this study it has emerged that the perception of fortified products is different from
their perception of non- fortified products but only to a very small extent. This puts marketers in a
challenging position on how to influence these perceptions to change to a significantly noticeable
difference. Most respondents didn't seem to understand the concept of fortification without much
explanation to them. This reveals that marketers should embark more on educating consumers about this
concept and its benefits in comparison to the non-fortified products if the fortified products are to remain
competitive in this market and relevant to the consumers.
This study was more suggestive than conclusive and also faced many limitations. Due to time
limitation this study concentrated on only educational influence on perception of fortified products.
There is therefore need for further studies in the area which could be carried out to:
1. Determine the influence of other demographic variables on perception of fortified products.
11. Determine the level and extent of usage of fortified products in the Kenyan market. A
comparative study could be done in this area to determine if there is any difference in perception
of fortified products for the rural and urban consumers. | en |
