INFLUENCE OF SOCIO-CULTURAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA

Grace Wambui Kiboro, Dr. Jane Omwenga, Prof. Mike Iravo

Abstract


Purpose: The objective of the study was to establish the effect of socio-cultural 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 social-cultural factors and consumer buying behavior (r=0.73, p=0.000).

Recommendation: The study concluded that socio-cultural factors has a positive and significant effect on Consumer Buying Behavior. The study recommends for chain supermarkets to consider social cultural factors in their marketing programs since they are very crucial. This will enable them to produce goods and services that attract their target consumers and enhance business performance.




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Keywords


Socio-cultural factors, consumer buying behavior and supermarkets.

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