dc.description.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. | en_US |