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Influence of Marketing Mix on Consumer Buying Behavior in the Retail Supermarkets in Nairobi County

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dc.contributor.author Gikonyo, Mary W.
dc.date.accessioned 2020-08-28T13:06:24Z
dc.date.available 2020-08-28T13:06:24Z
dc.date.issued 2020
dc.identifier.uri http://erepo.usiu.ac.ke/11732/6026
dc.description A Research Project Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The purpose of this study was to investigate the influence of marketing mix on consumer buying behavior in the retail supermarkets in Nairobi County. The study was guided by the following research questions; how does product influence consumer buying behavior? How does price influence consumer buying behavior? How does promotion influence consumer buying behavior? And how does place influence consumer buying behavior? The study adopted a descriptive research design. The population of the study comprised of consumers who shopped from the selected supermarkets in Nairobi. These were; Tuskys supermarket, Carrefour supermarket, Naivas supermarket and Eastgate supermarket. The sampling frame was obtained from the selected supermarkets’ database that revealed the average number of shoppers per day. The study used stratified sampling technique with a 95% confidence level to determine a sample size of 400 respondents from a population of 5,311 shoppers. Open-ended and closed-ended questionnaire was used to collect data from the respondents as they exited the supermarket. This was done after a pilot test using Cronbach’s alpha, which gave an alpha value of 0.887 and this showed that the research instrument was reliable. Descriptive analysis used to analyze the data included; means, frequency distribution and percentages. Inferential statistics such as correlation analysis was used to discover if two variables were related. The findings were presented in form of tables and figures. The first objective sought to determine the influence of product on consumer buying behavior. A number of factors were identified which included quality, packaging and branding.Findings revealed that product features such as perceived product quality, reliability of a product, perceived product value, information on the packaging label, and the brand name of a product influence consumer purchase intention. Respondents however disagreed that the portability of a product influences purchase decision. The second objective sought to determine the influence of price on consumer buying behavior. Three factors were identified. These were; price discounts, value based pricing and penetration pricing. Findings revealed that price discounts, free samples and bonus packs influence purchase intention, value based pricing has a positive impact on buying behavior, and penetration pricing influences purchase intention.The third objective sought to determine the influence of promotion on consumer buying behavior. A few factors identified were; sales promotion, personal selling, advertising and new media. Findings revealed that there was a significant positive relationship between promotion and consumer buying behavior. The study showed that sales promotion, a sales person’s appearance, negotiation influence and confidence, public relations, and new media specifically word of mouth, experiential marketing and social media, all have a positive influence in consumer buying behavior. It was also revealed that sponsorship and choice of advertising media has no influence on consumer’s purchase intention. The fourth objective sought to determine the influence of place on consumer buying behavior. A number of factors were highlighted which included distribution channels, geographical location and efficiency. Findings revealed that distribution channels are essential in influencing customers’ purchasing decision. Particularly, geographical location of the store, the convenience, accessibility and safety of shopping at the store all have a significant influence on a consumer’s purchase intention. The store layout and positioning of products however have no significant influence on the consumer’s buying decision. The study concluded that product’s quality, reliability and its perceived value, information on the packaging label and brand name have an influence on consumer buying behavior. Price discounts, free samples and bonus packs are effective in attracting customers to a retail store. Sales promotion, publicity and social media marketing have a positive influence on consumer behavior. Distribution channels, physical location of a store, safety and convenience of shopping all have an impact on the consumer’s purchase decision. The study recommends that retail firms should enhance their product attributes in terms of quality, packaging and brand name. Retail firms should also consider putting more useful information on the packaging label of products, and effectively use sales promotion, social media marketing, and personal selling in order to attract customers. The study recommends that the retail supermarkets should expand their distribution strategy and have their stores in a safe, accessible and convenient location for the shoppers. Further studies is recommended on other industries to determine the influence of marketing mix on consumer behavior, and also a similar research to be conducted in other regions/counties. en_US
dc.language.iso en en_US
dc.publisher United States International University- Africa en_US
dc.subject Nairobi County en_US
dc.subject Retail Supermarkets en_US
dc.subject Consumer Buying Behavior en_US
dc.subject Marketing Mix en_US
dc.title Influence of Marketing Mix on Consumer Buying Behavior in the Retail Supermarkets in Nairobi County en_US
dc.type Thesis en_US


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