An Investigation into the Impact of Emerging Supermarkets to the Consumer Behaviour A Case of Food Purchase at Githurai and Kahawa Supermarkets

Muchiri, Caroline Nyawira (2004) An Investigation into the Impact of Emerging Supermarkets to the Consumer Behaviour A Case of Food Purchase at Githurai and Kahawa Supermarkets. Masters thesis, Kenyatta University.

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Abstract

This study was conducted with the objective of investigating on tho~e factors that influence consumers to shop for food in the supermarkets in Nairobi. To achieve these objectives, samples of 10 supermarkets and 100 consumers were picked. The questionnaires were admini~tered, which had both semi structured and likert matrix questions. The sample of supermarkets was to be carried out in all supermarkets in Githurai and Kahawa while systematic random sampling was used for customers where the fifth adult customer who had previous shopping experience at the supermarket was given a questionnaire. Questionnaire for the supermarkets were administered through self administration to ensure reliability of the selected sample, 7 (seven) supermarkets and 70 (seventy) customers filled the questionnaire.IO (ten) questionnaire were to be administered in each supermarket where some supermarket had been closed down due to stiff competition and economic constraint in the country. Data collected was analyzed using the percentages, means, and standard deviation. Percentages were mainly used to analyze part A of the questionnaires while means, standard deviations and variances were used to analyze part B of the questionnaire to aid the investigation of cues used by the customers while shopping in the supermarkets. Analysis of the data indicated that the most important factors that influences the customers to purchase food products from the supermarkets includes availability of merchandise, prompt services, and physical facilities. From observation the customers owning cars, refrigerators and working considered such variables as enough parking space and roomy space for shopping as important. Others mentioned included easy accessibility, nearness to the bus stage, good display of products, the location of the supermarkets, and prices of products as compared with other retail outlets. These findings therefore led to the conclusion that consumers are influenced by several aspects that are used by the supermarkets as strategies to attract the consumers to purchase for food in the supermarkets and not in other outlets. Consumers decision to purchase for food is also influenced by social factors such as reference groups, family, personal factors such as age, occupation, economic circumstances, lifestyles; psychological factors such as motivation, perception, attitudes among others.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
Divisions: Africana
Depositing User: Tim Khabala
Date Deposited: 15 Aug 2017 14:03
Last Modified: 15 Aug 2017 14:03
URI: http://thesisbank.jhia.ac.ke/id/eprint/1859

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