DETERMINANTS OF CONSUMER BUYING BEHAVIOUR ON FAST MOVING CONSUMER GOODS IN SUPERMARKETS IN ELDORET TOWN-KENYA

Abstract

Fast moving consumer goods make a customer to visit their preferred supermarket on a routine basis. Supermarket needs to be particularly vigilant and maintain high standards consistent with consumers' buying behaviour so as to continue providing an offer that satisfies the consumer, gain their loyalty and ultimate patronage. Therefore, this study sought to establish the determinants of customers buying behaviour on fast moving consumer goods on selected supermarket in Eldoret town. The objectives of the study were to; establish the effect of cultural, social, psychological and personal factors on customers buying behaviour decisions in supermarkets in Eldoret town. The study adopted Theory of Reasoned Action and hierarchy of needs theory. The study adopted explanatory research design, since this study that focus on determinants of customers buying behaviour on fast moving consumer goods. The target population of this study were 1000 respondents comprising of 990 customers and 10 managers of selected supermarkets. Stratified and simple random sampling techniques was used to select the respondents. A sample size of 276 customers and 10 managers was selected. The questionnaire and interview schedule instruments were used to collect data. A pilot study was conducted in the Nakuru Town. The reliability of the instrument was established using Cronbach alpha coefficient and validity using expert judgment that included supervisors and lecturers. Both descriptive and inferential statistics was used to analyze the data. The findings were presented using tables and figures. From multiple regression model (R2 = .576) showing that determinants account for 57.6% variation in customer buying behavior. There was a positive significant relationship between cultural factors (β1=0.175 p value<0.05), social factors (β2=0.722 p value<0.05), psychological factors (β3=0.231 p value<0.05), personal factors (β4= -0.414 p value<0.05). The cultural, social, psychological and personal factors had a significant influence on the consumer buying behaviour of fast-moving consumer goods. The study recommends that the supermarket management should continuously study customer tastes and preferences to inform their packaging. The supermarket management need to evaluate consumer needs, values and expectations, when they are designing fast moving consumer goods for the Kenyan supermarkets. The findings may help policy makers better understand the behaviour patterns of the fast-moving consumer goods in supermarkets.