Influence of Perceived Product Quality on Consumer Satisfaction amongst Dairy Milk Processors in Kenya.

Anne Mwangi, Ndung’u Kabare, Kenneth Wanjau


The dairy milk processors products are globally facing a very competitive environment that is forcing them to enhance the development and sustainability of loyalty opportunities. In Kenya, low investments in quality by dairy milk processors has dampened firms’ competitiveness. The purpose of this study was to determine the influence of perceived product quality on consumer satisfaction amongst dairy milk processors in Kenya. The study was guided by cross-sectional research design. The study population comprised of consumers who purchase dairy milk from major supermarket chains in Kenya. Primary data was collected from 384 respondents using a semi-structured questionnaire which was self-administered. Descriptive statistics and regression analysis were used to analyse data with the help of SPSS version 21. Descriptive analysis showed that the consumer perception of quality of milk was high. Regression analysis showed that perceived product quality was statistically significant at 5% explaining 6.1% of changes in consumer satisfaction. The study concluded that, perceived product quality is a key ingredient for consumer satisfaction and dairy milk processors need to invest heavily in that area for them to be competitive . The study recommends that, dairy milk processors in Kenya must strive to customize their dairy milk products by empowering consumers to give input to products quality, design and seek their views on the most preferred service parameters that will their satisfaction.

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