INFLUENCE OF SOCIO-CULTURAL 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

DOI:

https://doi.org/10.47941/jms.847

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 socio-cultural factors and consumer buying behavior (r=0.73, p=0.000).

Unique Contribution to Theory and Practice: 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.

Keywords: Socio-cultural factors, consumer buying behavior and supermarkets.

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Author Biographies

Grace Wambui Kiboro, Jomo Kenyatta University of Agriculture and Technology

Post graduate 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

2022-04-26

How to Cite

Kiboro, G., Omwenga, J., & Iravo, M. (2022). INFLUENCE OF SOCIO-CULTURAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA. Journal of Marketing Studies, 1(1), 22–38. https://doi.org/10.47941/jms.847

Issue

Vol. 1 No. 1 (2017)

Section

Articles

License

Copyright (c) 2022 Grace Wambui Kiboro, Dr. Jane Omwenga, Prof. Mike Iravo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.