MARKETING MIX AND CONSUMPTION OF GOAT DAIRY PRODUCTS IN DAGORETI NORTH CONSTITUENCY, NAIROBI, KENYA

Abstract

The global dairy industry is increasingly shifting toward alternative dairy products, driven by growing health awareness, environmental concerns, and changing dietary preferences. Despite the nutritional, health, and ecological benefits of goat dairy products, their market penetration in urban Kenya remains limited, underscoring the need for targeted marketing insights. This study aimed to investigate the effect of the marketing mix on the consumption of goat dairy products in Dagoretti North Constituency, Nairobi County, with the goal of stimulating demand and promoting sustainability. Specifically, it examined the influence of product qualities, assessed the effect of pricing strategies, evaluated the role of promotional activities, and analyzed the impact of distribution channels on consumption. In addition, the study sought to establish whether demographic factors such as age, gender, income, education, and household size moderate the relationship between these marketing mix elements and consumption patterns. The study was guided by the Marketing Mix Theory, the Theory of Planned Behaviour, and the Family Life Cycle Theory. A descriptive cross-sectional research design was employed, with data collected via structured questionnaires from 384 respondents selected through quota, stratified, and simple random sampling across key retail centers. Descriptive statistics, Pearson correlation, and multiple regression techniques were used to analyze the data. The study found that all four marketing variables; product quality, pricing strategies, promotional activities, and distribution channels had positive and significant relationships with consumption of goat dairy products. Among these, distribution and promotion emerged as the strongest predictors of consumer behavior, highlighting the critical role of availability and visibility in shaping purchasing choices. While product quality and pricing appeared influential in the initial analyses, their impact diminished when all variables were considered together in the multivariate model, leaving the overall model to explain only 39.2% of the variation in consumption. This departure from Marketing Mix Theory, which posits that product and price are core drivers of consumer choice, shows that in contexts like Dagoretti North, even strong attributes and fair prices may struggle to influence demand where product availability, awareness and familiarity are limited. Instead, effective distribution and promotional strategies that build access and recognition are critical to unlocking the value of quality and price. A moderated regression model indicated that demographic factors slightly improved the explanatory power of the model (Adjusted R² = .409), with age emerging as a significant moderator (β = .062, p = .021). Older consumers valued health messaging, while younger consumers prioritized convenience and innovation. Other demographic variables such as gender, income, education, and household size did not significantly moderate the relationship between the marketing mix and consumption. The study concludes that it is important to enhance distribution access and implement age-sensitive promotional strategies to drive goat dairy consumption in urban areas. The study recommends improved supply chain reliability, locally tailored promotions, and health-focused messaging. Future research should explore psychographic segmentation, digital marketing strategies, and cross-context comparisons between rural and urban markets to refine marketing approaches.