Motivational Factors of Gender, Age, Income, Education and Family size and Preference of Milk Packaging Designs in Kenya

Abstract

The purpose of this study is to investigate the preference of milk packaging designs in Kenya according to motivational factors of gender, age, income, education and family size. From the accessible literature on the studies on consumer behavior of processed milk in Kenya, there is no study that has investigated the shoppers’ preference of milk packaging in Kenya. Based on Chi-square tests, the study employed a survey design and primary data set of 1000 consumers of fresh processed milk. Face-to-face interviews were conducted with shoppers in seven supermarkets in three heavily populated towns within Nairobi metropolitan. These are: Kiambu, Ruiru and Ongata Rongai. The study found that significant difference in frequency of choice of milk packaging designs exists among shoppers of processed milk of different age, gender, income, education and family size. Based on those findings, in order for milk processors to succeed in Kenyan market, they must focus on the five individual characteristics when designing milk packaging strategies