Abstract:
Dairy sector plays an important role in Kenya in the socio-economic development of the country. It is an important segment of the agricultural economy. The sector provides milk and products of milk after ensuring the better quality and fulfills the requirement of milk in rural and urban area. The industry has been growing rapidly with the increasing demand for milk and milk products of country, for this to be achieved dairy products promotional strategies were put in place by relevant companies. The Objectives of the study were: to explore on the effect of sale force on brand preference of dairy products of Kenya Cooperative Creameries; to investigate on effect of impersonal communication on brand preference of dairy products of Kenya Cooperative Creameries; to evaluate the effect of direct promotion on brand preference of dairy products of Kenya Cooperative Creameries; to find out the effects of sales promotion on brand preference of dairy products of Kenya Cooperative Creameries. The study was modeled on the self-concept theory and Hierarchy of effects Theory. The study adopted an explanatory research design. The study targeted 108 respondents including managers, supervisors and customers (supermarkets and wholesale shops) in Eldoret Town in Uasin Gishu County. The study adopted census procedure to select the sample population. The sample size of the study was 108 respondents. The study used questionnaires and interview schedules to collect data. Reliability was tested using the Cronbach’s alpha that was calculated from questionnaires from the study that was conducted in the company (KCC) the cronbach alpha obtained was o.772. Validity of the study was done using a test-retest. Data was organized and analyzed using descriptive statistics. The study findings indicated that there was a significant relationship between sales force and brand preference (p=0.000); there was a significant relationship between impersonal communication and brand preference (p=0.000); there was a significant relationship between direct promotion and brand preference (p=0.000) and that there was a significant relationship between sales promotion and brand preference (p=0.000).The study concluded that appearance of the sale force, impersonal communication, direct promotion and sales promotion are important in brand preference of a product. The study recommended that sales force need to engage in assertions that leans toward the customer, trying to find a solution to the customer’s problem, rather than only persuading him to purchase the products or brand.