Current Journal of Applied Science and Technology

Submit Manuscript


Subscription



Urban Consumers' Educative Value Attached on Quality and Safety of Milk from Different Media Channels in Nairobi Kenya

Current Journal of Applied Science and Technology, Page 8-15
DOI: 10.9734/cjast/2023/v42i14042

Abstract


Agricultural advisory services inform urban consumers about milk safety and quality information through diverse media channels. Communication about milk is vital in educating consumers to make informed, healthy food choices. However, knowledge gaps exist on whether the dominant message theme by media targets educating consumers. This study sought to fill these knowledge gap. Thematic content analysis of newspaper articles was used (n=215) and researcher-administered questionnaires (n=131) was used in Nairobi city. The respondents involved in the study were 131.The frequencies of text data were determined, and the dominant message themes were identified using Chi-square test statistics. The respondents rated media sources for educative value, on a Likert scale (1 to 5). Results revealed that the dominant print media message themes were innovations for enhancing good quality milk (36.7%), causes of poor-quality milk (43.7%), benefits of quality milk (10.7%), and risks of poor-quality milk (8.8%). The relative consumer trust for information disseminated by agricultural advisors through different media channels was in the order of television (20.2%), radio (19.5%), product advertisement (16.7%), social media (13.5%), newspapers (12.4%), public extension (7.5%), research by university (6.8%), and lastly extension magazines (3.4%). Consumers placed greater trust on messages disseminated through television, which in their perception was of greater educative value to them.

Keywords:
  • Consumers' educative value
  • milk quality
  • milk safety
  • media channels
  • Nairobi Kenya

How to Cite

Khanyeleli, C., Ombati, J., & Bebe, B. O. (2023). Urban Consumers’ Educative Value Attached on Quality and Safety of Milk from Different Media Channels in Nairobi Kenya. Current Journal of Applied Science and Technology, 42(1), 8-15. https://doi.org/10.9734/cjast/2023/v42i14042

References

Degeling C, Brookes V, Hill T, Hall J, Rowles A, Tull C, Hawkins O. Changes in the Framing of Antimicrobial Resistance in Print Media in Australia and the United Kingdom (2011–2020): A Comparative Qualitative Content and Trends Analysis. Antibiotics. 2021;10(12):1432.

Bebe BO, Rademaker CJ, van der Lee J, Kilelu CW, Tonui C. Sustainable growth of the Kenyan dairy sector. Wageningen Livestock Research; 2017.

Available:http://library.wur.nl/WebQuery/wurpubs/fulltext/413390

Henderson J, Ward PR, Coveney J, Meyer SB. What are the important issues around food safety and nutrition? Findings from a media analysis and qualitative study of consumer trust. Australasian Medical Journal, 2010;1(2):164–169.

Available:https://doi.org/10.4066/AMJ.2010.202

Gülzari SS, Owade JO, Ndambi OS. A review of interventions and parameters used to address milk quality in eastern and southern Africa. Food Control. 2020;116:107300.

Giginyu AA, Jada HM, Mutah MA. Impact of the Radio Political Programmes on Public Political Awareness In Jigawa State, Nigeria. Journal Doi: Www. Doi. Org. 2021;7(4).

Lissitsa S, Laor T. Baby Boomers, Generation X and Generation Y: Identifying generational differences in effects of personality traits in on-demand radio use. Technology in Society. 2021;64: 101526.

Sakya SM, Scoy LJV, Garman JC, Miller EL, Snyder B, Wasserman E, Lennon RP. The impact of COVID-19-related changes in media consumption on public knowledge: results of a cross-sectional survey of Pennsylvania adults. Current Medical Research and Opinion. 2021; 37(6):911-915.

Sama R. Impact of media advertisements on consumer behaviour. Journal of Creative Communications. 2019;14(1):54-68.

Oto JO, Shimayohol D. Extension communication channels’ usage and preference by farmers in Benue State, Nigeria. Journal of Agricultural Extension and Rural Development. 2011;3(5):88-94.

Available:http://academicjournals.org/JAERD

Rajya Lakshmi K, Lakshmi R. An Empirical Study Of Personal Care Product Usage With Respect To Female Consumers By Means Of Advertisements In Kanchipuram District. Ilkogretim Online. 2021;20(5).

Sanusi MA, Petu-Ibikunle AM, Mshelia CM. The influence of Information and Communication Technology (ICT) on the dissemination of agricultural information among urban farmers in the Northern Guinea Savannah Zone of Nigeria. African Scientist. 2021;11(2).

Asanov I, Flores F, McKenzie D, Mensmann M, Schulte M. Remote-learning, time-use, and mental health of Ecuadorian high-school students during the COVID-19 quarantine. World Development. 2021;138:105225.

Ahakwa I, Yang J, Tackie EA, Bankole K. Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana. Seisense Business Review. 2021;1(1):31-44.

Qader KS, Hamza PA, Othman RN, Anwer SA, Hamad HA, Gardi B, Ibrahim HK. Analyzing different types of advertising and its influence on customer choice. International Journal of Humanities and Education Development (IJHED). 2022;4(6):8-21.

Bolek S. Consumer knowledge, attitudes, and judgments about food safety: A consumer analysis. Trends in Food Science & Technology. 2020;102:242- 248.
  • 93 times
    PDF Download: 22 times

Download Statistics

Make a Submission / Login
Information
Current Issue