Customers’ Attitude towards Milk Packaging Designs in Kenya

Hannah Wanjiku Wambugu


The purpose of this paper is to analyze consumers’ attitudes towards milk packaging designs available in Kenya. Based on Fishbein Multi-attribute Attitude Model, the study employed a survey design and a primary data set of 1000 consumers of fresh processed milk. The results indicate that, durability of the material, availability of the package in different sizes, shape for grip, information on the pack including the expiry date, the logo and slogan and functional attributes are very important to consumers of processed milk regardless of their favorite milk packaging design. Apart from those shoppers who purchase milk packaged in tetra pak classic and plastic bottle milk packages, other shoppers of processed milk did not consider the ease of disposal of milk packages as very important. All shoppers of processed milk except those who bought milk packaged in nylon pouch packaging design did not rate low price as an important milk packaging characteristic. On the basis of overall customer attitude towards milk packaging designs, plastic bottle packaging has the most favorable multi-attribute attitude. For the first time, empirical evidence on consumers’ attitudes towards milk-packaging designs has been provided. At the same time, Fishbein Multi-Attribute model has been tested when measuring attitude towards different packaging designs in Kenya. The findings could enable retailers and milk processing companies to have better understanding of Kenyans’ attitude towards milk packaging designs. This understanding could guide their marketing strategies.

Keywords: Packaging, packaging, packaging attributes, design attitude

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