Consumer Perception and Trust in Zambian Dairy Brands: A Comprehensive Assessment

Patrick Lunda¹ , Mercy Bwalya²

Section:Research Paper, Product Type: Journal-Paper
Vol.11 , Issue.4 , pp.7-14, Dec-2023

Online published on Dec 31, 2023

Copyright © Patrick Lunda, Mercy Bwalya . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
This qualitative research focuses on Fisenge Dairy Business Cooperative Union`s efforts to process and market dairy products in Zambia. The study investigates consumer behavior, preferences, and perceptions specific to Fisenge Dairy`s products to develop targeted marketing strategies. The research utilized a semi-structured questionnaire, to gather data and assess the perceptions, experiences, and motivations of potential and existing dairy product buyers. Data was collected from 321 respondents in four towns in the Copperbelt province of Zambia. The majority of respondents were women, thereby reflecting their significant role in purchasing decisions. The study`s findings revealed that quality is a paramount factor influencing consumer behavior, with 68% of respondents expressing a willingness to buy new dairy products if they meet quality standards. Price also plays a significant role, as 32% of respondents would consider it when making purchasing decisions. This reflects the importance of income and affordability in consumer choices. The results underscore the need for Fisenge Dairy to prioritize product quality and ensure compliance with legal requirements for dairy processing. The company should also engage in strategic marketing efforts, utilizing both traditional and digital channels to reach potential consumers effectively. Additionally, market segmentation and careful expansion should be considered, given the risks associated with entering new markets. Overall, this research provided valuable insights to help Fisenge Dairy develop effective marketing strategies and compete successfully in the dairy market.

Key-Words / Index Term :
Fisenge Dairy, Consumer behavior, Dairy products, Quality, Price, Market research

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