Marketing Communication Tool on Consumer Buying Behaviour in Selected Supermarkets in Nairobi City County, Kenya
Abstract
Consumer purchasing habits have remained a challenge for marketers to grasp, and studies have suggested that the construct can be best grasped through marketing communication stimulus that is planned and implemented in the organization. However, empirical research into consumer purchasing behavior in retail supermarkets has been limited and anecdotal, particularly in Kenya, where several stores have gone bankrupt and others are trying to stay afloat. In light of this, the purpose of this study was to look at how marketing communication tools affect consumer purchasing behavior in selected supermarkets within Nairobi City County, Kenya. The tools in marketing communication adopted included; sales promotion, personal selling, direct and digital marketing. Descriptive together with the explanatory research design were applied. Customers were the study's population, with a sample size of 370 customers established using the Yamane method. The respondents for the study were chosen using the convenience sample method. Questionnaire were used in obtaining the study’s primary data. The instruments’ validity and reliability were evaluated to identify the acceptability and adequacy of the research items. The collected information was analyzed utilizing descriptive and inferential analytical methods. The data was analyzed using both descriptive and inferential statistical methods. At the 0.05 level of significance, the multiple regression approach was employed to examine the significant influence of the hypotheses formulated in this study. Research results have shown that in a sample of Nairobi City County supermarkets, consumer purchasing behavior has been significantly influenced by the integrated development of advertising communication technologies. Personal sales, direct marketing, and digital marketing, according to the findings, have had a substantial impact on consumer shopping behavior at selected supermarkets in Nairobi City County, Kenya. Advertising and sales promotions, on the other hand, were shown to have no effect on consumer behavior in a few supermarkets. Although the lack of a link between advertising and sales promotion and consumer buying behavior is indicated by the findings of insignificant effects, marketing firms may still need to focus their efforts on increasing advertisements and promotion in sales as instruments in attracting customers' desires on what is offered in the market. It is recommended that Kenyan supermarket managers use the findings to better understand people's perceptions of market offerings and information exchange on what defines public behavior.
Copyright (c) 2021 Ayoma C Adhiambo, Jane Wanjira
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