Factors Affecting Consumer Perception Of Kenyan Manufactured Fast Moving Consumer Goods In The East African Community. A Case of Laundry Detergents Products

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.
Key Words: Consumer Perception, Consumer Goods, East African Community