Open AccessDETERMINANTS OF CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA: A MODERATING ROLE OF GOVERNMENT POLICY
Author(s) -
Grace Wambui Kiboro,
Jane Omwenga,
Prof. Mike Amuhaya Iravo
Publication year - 2017
Publication title -
international journal of marketing strategies
Language(s) - English
Resource type - Journals
ISSN - 2790-3494
DOI - 10.47672/ijms.312
Subject(s) - moderation , business , government (linguistics) , marketing , population , descriptive statistics , consumer behaviour , stakeholder , public policy , economics , economic growth , psychology , social psychology , linguistics , philosophy , statistics , demography , mathematics , management , sociology
Purpose: The objective of the study was to determine the government policy moderating influence on consumer buying behavior in chain 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 established that Government policy moderates consumer buying behavior in chain supermarkets in Kenya. All the independent variables were moderated by the variable government policy to give a composite (interaction term). The R-Square reduced after moderation. Therefore, the study concluded that government policy influence Consumer Buying Behavior.Recommendation: It is recommended that chain supermarkets should align their internal policies with that of the government policies. Government as a stakeholder is prompted to develop policies that will encourage more spending by the consumers. This can be in form of tax waivers on consumer goods and services to encourage consumer to spend money locally as opposed to travelling to global markets to buy such products.