Consumer Behavior and Marketing Mix Factors in the Purchase of Fast Moving Goods in Large Supermarkets in Nairobi County

Abstract

The objective of this study was to investigate consumer buying behavior and marketing mix factors effect on purchase of FMCG in large supermarkets in Nairobi Kenya. The study was anchored on the marketing mix theory. The study adopted descriptive research design in its methodology. The study used questionnaires in data collection from its respondents who were customers who visited large scale supermarkets on a particular day and purchased maize flour. The study used primary data. A total of 100 respondents were targeted from the large supermarkets but only 71 responded giving out a response rate of 71%. Descriptive statistics was used in data analysis. Social factors, cultural factors, Psychological factor and personal factors as per the findings had influence on the choice of FMCG in large scale supermarkets in Nairobi. From the results, customers in Nairobi seldom useFMCGfactors affecting consumer buying behavior. Marketing mix factors like price, product, place and promotion have a moderate effect on the choice of goods in large scale supermarkets in Nairobi The study however was only based in large supermarkets in Nairobi and hence there is need for further studies to be carried out on other supermarkets in other locations rather than Nairobi.The study recommends that more studies need to be done on other products rather than FMCG. There is need for the supermarkets and the government in general to have an understanding of the key factors that affect consumer buying behavior when purchasing FMCG in supermarkets to ensure that they meet all consumer requirements at all times. Key words: supermarkets, consumer buying behavior, marketing mix.