INFLUENCE OF PERSONAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA

Abstract

Purpose: The objective of the study was to establish the effect of personal 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 personal factors and consumer buying behavior (r=0.62, p=0.000).Recommendation: It was found out that personal factors have a positive and significant effect on Consumer Buying Behavior in chain supermarkets in Kenya. To tap into higher sales-opportunity by supermarkets, the study recommend for the supermarkets to understand the personal factors influencing consumers to buy and leverage on them to drive their business performance.