Research Methods

FACTORS AFFECTING THE MARKETING OF ORAL CARE PRODUCTS IN KENYA

(A case study of GSK’s aqua fresh)

By

Peter Ngugi Wangui

Bus-1-5003-3/2012

Research methods

ACKNOWLEDGEMENTS

This paper would not have been possible without the guidance and the help of several individuals who in one way or another contributed and extended their valuable assistance in the preparation and completion of this study. First and foremost, my utmost gratitude to my supervisor/ lecturer, …………………..whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject. I would like to return words appreciation to KEMU for availing pertinent facilities, libraries and digital lab to enable me carry out this study without forgetting my colleagues, staff at work and clients for their moral support and encouragement.

Last but not the least, actually the most importantly my family and the one above all of us, the omnipresent God, for answering my prayers for giving me the strength to plod on despite my constitution wanting to give up and throw in the towel, thank you so much Dear Lord.

1.0. Introduction

Kenya as a developing country has become a business hub, a wide and a fast growing activity nerve center and a good representative in the economic arena. This has driven many interested brands and fast consumer moving goods (FMCG) to the Kenyan market to try and get their share from the big cake-the market, tooth pastes and other oral care products are some of the players and participants of this dynamic field and therefore need to be given an in-depth analysis. The study will exhibit the factors that influence choice of one oral care brand over the other, the unique attributes that influence consumer’s purchasing decisions, such as price, manufacturer and value of the product, colour and packaging. The study will cover the urban and rural market and lightly compare the two in terms of needs, usage, loyalty, price amongst others as...