Effect Of In-Store Promotion On Consumer Purchase Behaviour In Multinational Supermarkets In Nairobi City County

Abstract

Consumer purchase decision is influenced by different strategies. While these strategies exist, it is still questionable whether consumers base their buying intentions on them. This study sought to examine the effect of in-store promotion on consumer purchase decision. The study was supported by two marketing theories, namely, the theory of buyer behavior and market orientation theory. The researcher also conducted an empirical review on in-store promotion and consumer purchase behavior. The study adopted a descriptive research design. The target population included the five multinational supermarkets in Kenya: Carrefour, Choppies, Game Store, Shoprite, and Village Stores. The target sample size comprised 103 customers. The researcher used a questionnaire as the data collection instrument. A pilot study gave a Chronbach alpha of 0.896 thereby showing the instrument was reliable. Data was analyzed using descriptive and inferential statistics. The results revealed that in-store promotion and consumer purchase behavior have a significant effect on the consumer purchase behavior. Therefore, it is recommended that Multinational Supermarkets scraps off the non-functional promotional approaches and adopt up-to-date and effective in-store promotional strategies. Future studies should focus on assessing if Multinational supermarkets have adopted the recommended advice and explore its progress as far as performance is concerned