| dc.description.abstract | The purpose of this study was to determine the factors affecting consumer perception of
Kenyan manufactured fast moving goods in East African Community (EAC), a case of
laundry detergents products. The study was guided two objectives namely; To determine
consumer perception of laundry detergents and to determine factors that influence
consumer perception of laundry detergents manufactured or originating from Kenya by
EAC consumers. A descriptive survey design was used for the study. The population of the
study comprised all consumers of laundry detergents originating or manufactured in Kenya
from Uganda, Kenya, Tanzania, Rwanda and Burundi. A convenience sampling was used
and sample size for each country was fifty (50) respondents resulting to a sample size of 250.
Out of the targeted 250 respondents, 190 responded. Primary data was collected using semistructured
questionnaires. Descriptive statistics such as measures of central tendency,
dispersion, percentages and frequencies distributions were used to analyze and summarize
data. 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 used in the five Nations, with Omo as the most used
followed by sunlight brand. Regarding the factors influencing perception of laundry
detergents; majority of the respondents indicated that the products were of reasonable
price, and of good quality, in regards to the country of origin, most of the respondents
agreed that they would rather buy laundry detergents made in Kenya because they could
always trust them in terms of quality, availability and other attributes. On the risks
associated with the products, the respondents disagreed with the statements that on
perceived risks of using the laundry detergents from Kenya which included; that the
products may not work well, that the products may harm them and that they did not like
the products from Kenya. The respondents strongly disagreed with the statement that
buying Kenyan laundry detergents from Kenya will make them lose money and results to
being laughed at by their friends. The study concluded that the East African Community
market perceived laundry detergents products manufactured in Kenya to be of good quality
and value. On the factors influencing their perception it was concluded that consumers
perceived them as reasonably priced, and of good quality. Kenya as the country of origin
was perceived favorably. The respondents did not also see any perceived risk associated
with the use of these laundry detergents. The study recommended that that Kenyan
manufacturers dealing in these laundry detergents products in particular and fast moving
consumer goods in general, increase their marketing expenditure so as to create more
awareness of their products in the East African Community market in order to increase
their sales and subsequently market share. | en |
