The Impact Of Price Fluctuation On The Demand Of Omo Washing Powder Ilf The Kenyan .Market Case Study Unilever Kenya Ltd

TABLE OF CONTENTS

Declaration ........................................................ . .. . . . . ........ . ........ ... .

Approval .................. .. .. .. ... . ........ .. ......... .... ......................... .. ..... .... ii

Dedication ............... .. .......... . ........ ............ . ................... .. .. ............. iii

CHAPTER ONE

1.0 Introduction .................................................. ....... . ........ .. .. . ............. I

1.1 Background of the case study ... ....... .................................................... I

1.2 Background of the study ............................ ........ . ...... ... ........ .. ........... 2

1.3 Statement of the problem . ............ . .............................. . ....... . ... .......... 2

1.4 Purpose of the study . ..... . ......... ......................................................... 2

1.5 Research Objectives ........... . ............................................................. 3

1.6 Research objectives .......................... ......... .. ............... . ...... .............. 3

1.7 Scope of the study ....................... .......................... .. . ...... ................. 3

1.8 Significance of the study ..................... .............................................. 3

CHAPTER TWO

2.0 Literature review ............................................................................. 5

2.1 Introduction ......................................... . ........... . ................................ 5

2.2 Product quality ...... .... ......................... ......... .. ... ....... . ....................... 5

2.3 Packaging ...... . ... .... .. . ... ... . . .......... . .................................................. 5

2.4 Advertising ........................................... ....... . .............. . ... ............... 6

2.5 Pricing ........ ....... ....... . ................................................................... 6

2.6 Consumer demand ........... . .. ..... ......................................................... 6

2.7 Relations between each variable and demand .............. . ................. ..... . . ...... 6

2.7.1 Product quality and customer demand ................... .. .............................. 7

2.7.2 Packaging and customer demand ................................. . .. ..................... 8

2.7.3 Advertise and customer demand . . . .. . .................................................... 8

2. 7.4 Price and consumer demand ......... . ............................... . .................... . 9

CHAPTER THREE

3.0 Research methodology ... ....... . . .... . . . ............. . .. .................................. ... 11

3. I Introduction ....................................... ...... .......... .. . .. . .. . . . .. . ..... . ....... ... 11

3.2. Research design and procedure . . . .. . ... .................. . .............................. .... 11

3 .3 Study population ............................................. ...... .......... ...... . ........... 11

3.4 Sampling design and sample size ....................... . ..... . .. . ... ..... . ...... . ........... 12

3.5 Data collection .............. ...................... . ............................................ 12

3.6 Data analysis .................. ...... .. .. ... ... ......... ......................................... 12

3.7 Anticipated limitations of study ..... ... . ................................................ . .... 12

11

CHAPTER FOUR

4.0 Introduction ............................................................................. 14

4.1 Response rate from the study .. ... .......... .. ... .. ............ .... .. ........... 14

4.2 Respondents background/identification .... ... ............... .. ............. 14

4.2.1 Gender composition ... ... ... ............... .. ....................... ... ............ 14

4.2.2 Age of respondents ...................................................... .. ........ 15

4.3 Research question 1 .................................................................. 17

4. 4 Research question 2 ................. .. .... ... .... ....... ... .. ........ .... ... ......... 18

4.4.1 Assessment of consumer satisfaction ........ ..... ..... .................. ... 19

4 . 5 Research question 3 ............... .... ....... .. ................................... ... 21

4.5 Effects of products attribute on consumer presence ..................... 21

CHAPTER FIVE

5.0 Research summary, discussion, conclusion and

recommendations .................. .. ... .......... ... .... .................... .... ..... ....... 25

5.1 Introduction and summary ........................ ... .. . .... ......... .... ......... 25

5.2 Discussion of findings ..... .. ..... .. ................ ... .......... ....... ....... ..... .. 26

5.3 Conclusion .............. .. ....... .... ...... .. ................. .... . .. ..................... 27

5.4 Recommendations .............. .......... .... ... ... .. .... .. ........................... 28

5.5 Suggestions .............. .... ...... .. ..................................................... 29

Reference ................... ... .......................................... ........................ 30

Appendix ...... ..... ...... ............ .... .................... ............ .... ................... . 31

Questionnaire ........ . .......... .. ....................... .... ... ............................... 31

Time frame ... ..... ................ ....... . .................... .. .. . .......... ............. ... ... 32

Budget ..... ................................................. ....... .. .. . ........ .. ................