dc.description.abstract | This study sought to investigate the effects of the emergence of store brands in
Kenya's retailing industry. This was by specifically looking at the factors
affecting choice of milk store brands by consumers in Nairobi. It was carried out
between November 2004 and January 2005. The sampling frame comprised of
milk consumers from various estates within Nairobi.
Kenya has recently experienced the emergence of large supermarket chains.
These supermarkets have used sale of store brands as a strategy for ensuring
differentiation, customer loyalty, and increased profitability. Research has been
carried out (Kyalo, 2002) on use of store brands as a competitive strategy by
retailers, but not on their effects on consumer choice. This research has
endeavoured to do so. In order to investigate this, the research had the following
objectives:
1. To determine the factors affecting choice of milk store brands by
consumers in Nairobi.
2. To determine the consumer awareness of milk store brands in Nairobi.
Primary data was collected using questionnaires that were divided into three parts.
The data was analyzed using descriptive statistics for parts one and three.
Frequencies and percentages were used. Tables were'"'t:!sedto show relationships
between the attributes and aspects of the biodata.
The study came up with the following conclusions. Consumers did not find any
major difference between milk store brands and processors milk brands and
would therefore purchase any they considered to be of good quality. Most
consumers are aware of only one milk store brand. The consumers mostly became
aware of milk store brands through shopping since many consumers had not seen
milk store brands advertised.
From the results and conclusions of this study, the researcher had some
recommendations. One is that in light of the strong competition in the packaged
milk industry that has strong brands such as Brookeside and Tuzo, a lot more
needs to be invested in advertising of milk store brands. Retailers should develop
their milk store brands as strong brands should use advertising. Retailers should
position their brands on good and consistent quality, as this is one of the main
attributes consumers look for | en |