Open AccessINFLUENCE OF PERSONAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA
Author(s) -
Grace Wambui Kiboro,
Jane Omwenga,
Mike Iravo
Publication year - 2017
Publication title -
international journal of marketing strategies
Language(s) - English
Resource type - Journals
ISSN - 2790-3494
DOI - 10.47672/ijms.311
Subject(s) - business , marketing , leverage (statistics) , descriptive statistics , population , regression analysis , advertising , personal selling , consumer behaviour , sales promotion , environmental health , statistics , mathematics , medicine , sales management
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.