A Survey of Factors Influencing Consumers' Choice of Edible Oils in Buruburu Area, Nairobi Kenya

Abstract

The purpose of the study was to investigate on the factors influencing consumers’ choice of edible oils in Buruburu area, Nairobi Kenya. The study was guided by the following research objectives: to establish the factors that influence consumers’ choice of edible oils in Nairobi, to establish the extent of effects of labels, price and individual attitude on consumers’ choice of edible oils. This research adopted a descriptive research design. The total population of the study was consumers in BuruBuru area, Nairobi. This study adopted convenience sampling technique and employed primary data collection. The questionnaire was coded according to each variable of the study. One hundred and twenty questionnaires were distributed to the respondents and all of them responded thereby creating an effective response rate of 100% sufficient enough to answer the research objectives. Data was analyzed using the Statistical Package for Social Sciences (SPSS).This study used descriptive statistics such as mean and standard deviation of each variable. The coefficient of variation was also used where data was skewed. The findings established that the price of edible oils was a significant factor in its consumption with a relatively small variation of data. Majority of the respondents claimed that lowering the price may encourage people to buy edible oil as compared to when it is increased with a relatively small variation of data. The findings established that labels helped the respondents to make informed decision on the type of edible oil that they were about to buy with a relatively large variation of data. The study recommends that the price of edible oils should continuously be considered in the purchase of the product. The labels should enable consumers make informed decision on the type of edible oil that they are about to purchase and use. Lowering the price may encourage people to buy edible oil as compared to when it is increased. Edible oils should be able to support the human immune system and reduce the dangers of heart diseases. The study recommends that a similar study is conducted in another region such as Mombasa to confirm the similarities or compare the differences with the findings of this study.