Effect of Price and Consumer Choice of Branded Bottled Water: A Survey Study of Institutional Consumers in Kericho County, Kenya


Authors : Mercy Kaari Bii

Volume/Issue : Volume 8 - 2023, Issue 2 - February

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3xRykDL

DOI : https://doi.org/10.5281/zenodo.7675912

Bottled water is becoming one of the fastest growing markets in the beverage industry globally. Most people perceive bottled water as safe, of better quality and as an alternative to other packaged beverages. This perception has seen an increase in demand for bottled water, a situation which has resulted in cut-throat competition, infiltration of sub-standard and smuggled goods into the market and non-disclosure of water sources, among other challenges. This dilemma is further confounded by lack of clarity on what determines consumer preferences. The purpose of this study was to investigate the effects of price on consumer choice of bottled water amongst institutional in Kericho county. The study adopted a survey design. town, and the target population was 74 institutions with 237 respondents. A sample size of 146 respondents was adopted. Purposive and stratified sampling techniques were used in the study to sample the institutions and respondents respectively. Data was collected using a questionnaire, which was deemed a suitable instrument for the study. The reliability of the study was ascertained by conducting a a pilot study in a different County believed to have the same characteristics as the location. Reliability was determined through Cronbach’s Alpha method, where reliability score 0.8 was considered ideal. SPSS was utilized to analyse data that was presented using frequency tables, bar charts. Descriptive statistics were used for the analysis of data. The study found that, price had positive significant relationship with consumer choice with mean value of (P < 0.05). Further it was found that, consumers are price sensitive when choosing products therefore affecting consumer choice of branded bottled water. The study recommended that manufacturers of bottled water should be more consumeroriented through conducting consumer survey in order to enable them to set affordable prices to all players in the market. The study further recommends that KEBS and ISO be strictly observed by the market players to avail quality products to the consumers and to curb counterfeit bottled water.

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