INFLUENCE OF PERSONAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA

Authors

  • Grace Wambui Kiboro Jomo Kenyatta University of Agriculture and Technology
  • Dr. Jane Omwenga Jomo Kenyatta University of Agriculture and Technology
  • Prof. Mike Iravo Jomo Kenyatta University of Agriculture and Technology

DOI:

https://doi.org/10.47672/ijms.311

Keywords:

Keywords, Personal factors, consumer buying behavior and supermarkets

Abstract

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.

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Author Biographies

Grace Wambui Kiboro, Jomo Kenyatta University of Agriculture and Technology

Postgraduate student

Dr. Jane Omwenga, Jomo Kenyatta University of Agriculture and Technology

Lecturer

Prof. Mike Iravo, Jomo Kenyatta University of Agriculture and Technology

Lecturer

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Published

2017-12-05

How to Cite

Kiboro, G. W., Omwenga, D. J., & Iravo, P. M. (2017). INFLUENCE OF PERSONAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA. International Journal of Marketing Strategies, 2(1), 1–16. https://doi.org/10.47672/ijms.311

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Articles