INFLUENCE OF PERSONAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA
DOI:
https://doi.org/10.47672/ijms.311Keywords:
Keywords, Personal factors, consumer buying behavior and supermarketsAbstract
Purpose: The objective of the study was to establish the effect of personal factors on consumer buying behavior in in supermarkets in Kenya.
Methodology: The target population consisted of 33 chain supermarkets in Kenya. The target population comprised of 634 employees from these supermarkets. Descriptive research design was used for this study. In addition regression and correlation analysis was used to link the relationships between the dependent and the independent variables.
Results: The study found out that there was a positive and significant relationship between personal factors and consumer buying behavior (r=0.62, p=0.000).
Recommendation: It was found out that personal factors have a positive and significant effect on Consumer Buying Behavior in chain supermarkets in Kenya. To tap into higher sales-opportunity by supermarkets, the study recommend for the supermarkets to understand the personal factors influencing consumers to buy and leverage on them to drive their business performance.
Downloads
References
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of retailing, 79(2), 77-95.
Bray, J. P. (2008). Consumer behavior theory: approaches and models
Kiesel, K., & Villas-Boas, S. B. (2007). Got organic milk? Consumer valuations of milk
labels after the implementation of the USDA organic seal. Journal of agricultural & food industrial organization, 5(1).
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal
of consumer research, 29(4), 595-600.
Kotler, P., & Keller, K. L. (2013). Marketing Management (14th ed.). Pearson Education Limited.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management (14th ed.). England: Pearson Education.
Lin, L. Y. (2010). The relationship of consumer personality trait, brand
personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17
Masenge, P. (2015). Effect of E-Commerce Website Quality on Online Buying Behavior
amongst University Students in Nairobi, Kenya: a Case of USIU-AFRICA (Doctoral dissertation, United States International University-Africa).
Matondo, J. P. M. (2012). Cross-cultural values comparison between Chinese and Sub-Saharan Africans. International Journal of Business and Social Science, 3(11).
Morganosky, M. A., & Cude, B. J. (2000). Consumer response to online grocery shopping. International Journal of Retail & Distribution Management, 28(1), 17-26.
Munga, A. K. O. (2012). Adoption of mobile internet among university students in Kenya
(Doctoral dissertation, University of Nairobi).
Nazir, S., Tayyab, A., Sajid, A., Rashid, H., & Javed, I. (2012). “How Online Shopping Is Affecting Consumers Buying Behavior in Pakistan. International Journal of Computer Science Issues, 9(3), 486-494.
Ramus, K., & Nielsen, A. N. (2005). Online grocery retailing: what do consumers think? Internet research, 15(3), 335-352.
Sorce, P., Perotti, V., & Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail & Distribution Management, 33(2), 122-132.
Bosman, J. (2013). How to Sell Body Sprays to Teenagers? Hint: It's Not Just Cleanliness.
Cross Currents: Cultures, Communities, Technologies.
Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of
Internet and conventional retailers. Management Science, 46(4), 563-585.
Okach, F. O. (2002). Marketing Managemnt Systems. Pesisu Industries.
Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10), 1160-1166.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of finnish consumers in buying organic food. British food journal, 107(11), 808-822.
Peter, J. P., & Donnelly, J. J. (2011). Marketing Management (10th ed.). Irwin: Mc Graw-Hill.
Kimenju, S. C., De Groote, H., Karugia, J., Mbogoh, S., & Poland, D. (2005). Consumer
awareness and attitudes toward GM foods in Kenya. African Journal
of Biotechnology, 4(10).
Lambe, F., & Senyagwa, J. J. (2015). Identifying Behavioral Drivers of cookstove Use. Stockholm Environment Institute.
Owino, V. K. (2012). The influence of attitudinal and normative factors on the choice
and satisfaction derived from selected apparel among university students: a case study of Moi University, Kenya (Doctoral dissertation, Moi University).
Kiesel, K., & Villas-Boas, S. B. (2007). Got organic milk? Consumer valuations of milk
labels after the implementation of the USDA organic seal. Journal of agricultural & food industrial organization, 5(1).
Lin, L. Y. (2010). The relationship of consumer personality trait, brand
personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17.
Masenge, P. (2015). Effect of E-Commerce Website Quality on Online Buying Behavior
amongst University Students in Nairobi, Kenya: a Case of USIU-AFRICA (Doctoral dissertation, United States International University-Africa).
Ramus, K., & Nielsen, A. N. (2005). Online grocery retailing: what do consumers think? Internet research, 15(3), 335-352.
Sagie, A., & Aycan, Z. (2003). A cross-cultural analysis of participative decision-making
in organizations. Human Relations, 56(4), 453-473.
Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods For BUsiness Studies. Pearson.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2017 Grace Wambui Kiboro, Dr. Jane Omwenga, Prof. Mike Iravo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
