Effect of Brand Perception on Consumer Loyalty to Packaged Milk Products in Kenya

Abstract

This study set out to determine the effect of brand perception on consumer loyalty to packaged milk brands in Kenya. This was done using a descriptive research design. The study identified and interviewed adult shoppers at the milk buying sections in supermarkets who stock a large variety of milk brands in Nairobi County. A total of 385 customers were chosen randomly from large supermarkets in Nairobi. Primary data was gathered through questionnaires. Analysis of the data was done using SPSS (Statistical Package for Social Science) using percentages, frequencies, means and standard deviation in form of tables. The study showed that consumers considered the price of a brand to be a key indicator of its quality. Consumers often seemed to believe that price was an indicator of value and that the higher the price, the higher the value and hence that high priced brands were less susceptible to competitive price cuts than lower priced ones. The study findings established that increased levels of promotion were an indicator of higher brand quality. Promotion played a central part in building brand image. Promotion created brand awareness and enhanced the chances of being selected by a consumer. Further, from the findings consumers also benefited from information on the milk packages. The survey showed that most consumers bought their favorite milk brand because of the brand name. The study concludes that whereas all the determinants of perception, such as quality, price, packaging and promotion have an effect on the perception of packaged milk products, quality and price have the highest impact. To remain competitive, milk processors need to ensure the maintenance of consistent quality and affordable pricing.