Antecedents to consumer buying behavior: the case of consumers in a developing country

  • 1878 Views
  • 1285 Downloads

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

While consumers play a very crucial role in the marketing strategies of companies, effective development of strategies must satisfy their needs and wants. Therefore, an evaluation and understanding of the underlying factors and/or dimensions influencing consumer buying behavior are critical for supermarkets to both retain and acquire new customers. The article reports on factors impacting the consumer buying behavior and the relationship among the factors. The study uses data from a cross-sectional survey conducted within a random sample of 699 customers at 17 supermarkets in Nairobi, Kenya. Reliability and factorial validity of the self-administered questionnaire were evaluated and considered satisfactory, while structural equation modelling (SEM) was used to test several hypotheses. Social characteristics were a good predictor of the consumers’ inclination to patronize a supermarket, thus directly influencing the buying behavior. A strong positive connection between psychological factors and buying behavior was ascertained based on income, which suggests that although psychological characteristics impact consumer attitudes towards the supermarket, income and education levels may well play a determining role in this regard. Retail marketers in general and in Kenya in particular are encouraged to be cognizant of the above when developing strategic marketing programs to increase the level of patronage. As a research paper, the study is limited to the data and prior empirical research. It offers the benefit of new research directions for marketing managers in understanding and satisfying the consumers. The main contribution of the present research, interdisciplinary in nature due to combining elements linked to both marketing and psychology, is its focus on consumer buying behavior towards supermarkets in a developing country, thus producing revealing insights.

view full abstract hide full abstract
    • Figure 1. Conceptual framework
    • Figure 2. Structural model
    • Figure 3. Relationship between the predictor variables
    • Table 1. Scale reliability
    • Table 2. Rotated factor loading matrix
    • Table 3. Descriptive statistics of factors and their measurement
    • Table 4. Model parameter maximum likelihood estimates
    • Table 5. Education
    • Table 6. Income
    • Table 7. Results of hypotheses testing
Related Articles

  • The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study

    Eric E. Mang’unyiORCID , Oumar T. Khabala , Krishna K. GovenderORCID Researcher ID doi: http://dx.doi.org/10.21511/bbs.12(2).2017.11
    Banks and Bank Systems Volume 12, 2017         Issue #2         pp. 106-115 Views: 2948 Downloads: 2574 TO CITE АНОТАЦІЯ

    Since customer loyalty is key, especially in the highly competitive commercial banking environment, this article evaluated the effects of features of electronic customer relationship management (e-CRM) on customer loyalty. Using a cross-sectional survey design, data were collected from a convenience sample of customers of a major international Kenyan bank using self-administered questionnaires. The findings based on correlation and multiple regression analyses, revealed that pre-service, during (the) service and post transactional e-CRM features have a positive and significant relationship with loyalty, and that the pre-service and during service features significantly predict loyalty. Thus, enhancing e-CRM practices could be a strategic competitive tool to impact the banks’ relationship with their customers.

  • Employment creation in Kenya: exploring the Jua Kali enterprises

    Eric E. Mang’unyiORCID , Christine W. MwanziaORCID , Krishna K. GovenderORCID Researcher ID doi: http://dx.doi.org/10.21511/ppm.16(4).2018.38
    Problems and Perspectives in Management Volume 16, 2018         Issue #4         pp. 453-467 Views: 1874 Downloads: 606 TO CITE АНОТАЦІЯ

    In developing countries, non-agricultural micro-sized informal enterprises are known to create employment and income generation opportunities. However, due to the complexity and unregulated nature of the sector and, in particular, the Jua Kali, achieving efficient and effective sustainability remains a major challenge for the owners and policy makers alike. Since many unknown barriers continue to impact the effective and efficient development of the aforementioned enterprises, the aim of this study was to determine the barriers to effective job creation in a developing country’s informal micro enterprise industry using evidence from the Jua Kali sub-sector in Kenya. The data from a survey conducted among a random sample of 118 enterprises, which were listed in one Jua Kali Association Directory Nairobi, were analyzed using exploratory factor and regression analyses. Strong evidence supports the notion that some socio-demographic variables such as age, education and marital status have an impact on entrepreneurial activities in the Jua Kali sector. Training, advise and consultation for Jua Kali entrepreneurs need to be enhanced, as this will be necessary to advance their business prowess. The results contribute to studies in entrepreneurship and management by demonstrating that designing and implementing the systems, activities and programs for supporting employment creation through the informal sector can improve productivity at all levels of the economy and improve the living of these entrepreneurs.

  • Growth of Islamic banking in India: discriminant analysis approach

    Desti Kannaiah , Yaaseen Masvood , Y. Lokesh Choudary doi: http://dx.doi.org/10.21511/bbs.12(4-1).2017.06
    Banks and Bank Systems Volume 12, 2017         Issue #4         pp. 175-188 Views: 1312 Downloads: 217 TO CITE АНОТАЦІЯ

    Islamic finance presents a new avenue as a novel alternative to the conventional financial set-up in this country. The purpose of this study is to find out the prospects of Islamic banking in India. The objectives of this study have been met by conducting a survey to elicit the responses from retail customers of both private and public sector banks in four cities of South India. The survey was carried out among both Muslims and non-Muslims to find out about the awareness levels, patronage, motivation and perception towards Islamic banking in India. The results reveal that the respondents have a favorable perception towards Islamic banking, especially from the city of Hyderabad, since it has got a lot of institutions that run courses on Islamic banking.
    In the current study, it is found that Islamic banking is having low level of awareness among the respondents. However, the attitude towards adoption of Islamic Banking seems encouraging, as reflected in the study. The findings of this research gain significance due to the fact that this sample represents a segment of the entire population of South India and thus, acts as a pre-cursor to a detailed study involving various other such demographic denominations. The future directions for this research could be carried out by drawing such clusters across the rest of the country. This may help to understand and get a better and broader perspective of the need for Islamic banking and hence, its prospects in India.

Download Preview
Close
Innovative Marketing
Innovative Marketing