Factors Influencing Consumer Behavior When Buying Selected Fast-moving Consumer Goods in Nairobi County, Kenya

Abstract

The consumers in Nairobi have been faced by a rapidly evolving market environment. market changes are characterized by the entry of both global and local manufacturers in the market and therefore increasing the level and intensity of competition. This means the consumer is exposed to multiple brand choices in any given consumer good category. The proliferation of brands in the market and the heightened levels of competition mean that brand marketers now more than ever need to understand the drivers of consumer behaviour if they are to be relevant in the market. This study sought to determine the factors that influence consumer behaviour when buying selected FMCG products in Nairobi. The study which was conducted in Nairobi adopted a descriptive approach and the data was collected through the aid of a structured questionnaire. A sample of 100 respondents was drawn from different locations in Nairobi. From the findings, the research conclusion indicate that the level of monthly income has the greatest influence on consumer behaviour with majority of respondents saying this was the most important determinant of behaviour. In addition, family was also found to play a great role in influencing consumers behaviour. Culture on the other hand, was found to have the least influence on consumer behaviour. To the marketers of fast moving consumer goods, the study recommends they should bear in mind the critical role that pricing plays because consumers are not likely to purchase goods which they perceive to be beyond their income levels. In addition, most traditional communication has been targeted at individuals, given the important role of family, brand marketers should aim to target the entire family in their communication to resonate with more consumers