An Evaluation of Perceived Quality Effect on the Choice of Poultry Feeds by Farmers in Nakuru West Sub-County, Nakuru County, Kenya

Much attention has been devoted to research with interest in consumer behaviour because the complexities surrounding consumer decision making and myriad of influences play a major role in consumer choice of products. It would be useful for marketers, academicians, and those in the industry to better understand why a consumer makes a particular purchase. The Theory of Reasoned Action and the Fishbein model were used with regard to attribute and multi attribute effects on behaviour towards consumer purchase to highlight this concept. A snowball sampling technique was employed to investigate the effect of perceived quality on the choice of poultry feeds and identify the attributes that underlie perceived quality judgement of poultry feeds. The study postulates that there is no difference between farmers attitude towards the different brands of layers mash and that the perceived quality attributes that influence choice among the layers mash brands are different. Data was collected using a questionnaire and analysed using descriptive statistics and Kruskal Wallis test statistic. Results of the study reveal that there is a difference between farmers’ attitudes towards different layers mash brands, and that there is influence of perceived quality on the choice of layers mash. The implications of these are that marketers should differentiate their products offered on the market inorder to influence attitudes of consumers favourably towards their products. They should also look for the attributes consumers use to judge quality and ensure they are highlighted in their products and promotion campaigns