Psychographic and Psychological Factors Determining Consumer Purchase Intention of Products in Anchor Supermarkets in Nairobi Metropolitan, Kenya

Abstract

Consumer purchase intention for products is multifaceted owing to the interface of external factors and individual characteristics of the consumer. Consumer purchase intention of products is also a dynamic process since the feelings, thinking and actions of distinct consumers are always changing. The study sought to; determine the effect of motivation on consumer purchase intention; examine the effect of perception on consumer purchase intention; assess the effect of personality on consumer purchase intention; evaluate the effect of lifestyle on consumer purchase intention; determine the effect of store image on the relationship between psychographic and psychological factors on consumer purchase intention of products in anchor supermarkets in Nairobi metropolitan, Kenya. The research was guided by a theoretical framework given by Maslow’s theory of hierarchy of needs, Howard and Sheth model of buyer behavior, Freud’s theory of personality and social learning theory of lifestyle. The research adopted a descriptive research design in studying consumers in Nairobi metropolitan, which had highest number of anchor supermarkets at the time of this study. A quota sampling method was applied on the twelve groups of supermarkets in Nairobi metropolitan. From each of the forty eight supermarkets, a proportionate number of eight respondents were drawn to comprise the final sample size of 384 respondents obtained using Cochran’s formula for calculating size of sample from an infinite population. A semi-structured questionnaire with open ended and closed questions was used for data gathering. The data was examined using inferential statistical analysis and descriptive statistical analysis. The Inferential analysis took the form of factor analysis and multivariate regression analysis. Exploratory factor analysis was applied to identify the key factors that defined the independent variables. Regression analysis evaluated the relationships amongst independent variables, dependent variables and store image mediating variable. Statistical Package for Social Sciences (SPSS) version 23 was employed for analysis. The study established that perception had the most significant and positive effect, followed by lifestyle while motivation was the least significant in affecting consumer purchase intention of products in anchor supermarkets in Nairobi metropolitan, Kenya. It was noted that store image partially mediated the relationship between psychographic factors, psychological factors and consumer purchase intention of products. This study was significant since it contributed to new knowledge frontiers. While supermarkets in Kenya pay attention to promotions and advertisements to attract consumers to buy their products; this study has unearthed other constructs that have a stronger effect in form of psychographic and psychological constructs. Further, word of mouth is a powerful marketing communication tool amongst consumers. Management should capitalize on word of mouth by use of social media to reach out to their target consumers. It is recommended that since the study showed that word of mouth was a powerful marketing communication tool, the management should capitalize on use of social media to reach out to their target consumers since it has a wide reach and is less expensive than other traditional advertising media such as television. Store image was identified as a key factor. So, management ought to optimize it by providing a wide range of affordable products and ensuring they have staff who are ready to guide consumers. By implementing these recommendations, instead of focusing heavily on product promotions that simply mimic other businesses, more consumers will be attracted to buy their products.