INFLUENCE OF PSYCHOLOGICAL 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

Keywords:

psychological factors, consumer buying behavior and chain supermarkets

Abstract

Purpose: The objective of the study was to establish the effect of psychological factors 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 found out that there was a positive and significant relationship between psychological factors and consumer buying behavior (r=0.29, p=0.000).

Recommendation: It was found out that psychological factors have a positive and significant effect on Consumer Buying Behavior. Therefore, the study recommends for chain supermarkets to take care of consumers perceptions (self-confidence, autonomy, defensiveness, adaptability), consumers past experience with the products and the supermarket (learning) value for their money. Additionally they should also take care of consumer needs and wants so as to improve on their revenue 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

2017-12-06

How to Cite

Kiboro, G. W., Omwenga, D. J., & Iravo, P. M. (2017). INFLUENCE OF PSYCHOLOGICAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA. European Journal of Business and Strategic Management, 2(8), 76–91. Retrieved from https://iprjb.org/journals/index.php/EJBSM/article/view/537

Issue

Vol. 2 No. 8 (2017)

Section

Articles

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