Factors influencing demand of consumer products among supermarket shoppers in Kimilili Municipal Council-Bungoma County-Kenya
The purpose of the study is to establish the factors influencing demand of consumer products among supermarket shoppers in Kimilili Municipal Council - Bungoma County in Kenya. The study used descriptive survey to collect data. The objective of the study was to assess the influence of product certification on demand of consumer products. To establish the influence of consumer preference on demand of consumer products. To assess the influence of product price on demand of consumer products. The study had the following conclusions; demand of consumer products is greatly influenced by four variables, product certification, brand equity, consumer preference and product price. The target population consisted of 2,733 consumers (supermarket shoppers) in the leading supermarkets of Kimilili Municipal Council which included both males and females. The sample size was 118 respondents. A questionnaire was constructed and used to collect the data. The received data was arranged, coded and analyzed descriptively. It was facilitated by the use of SPSS (statistical package for social sciences). The sample was described using frequencies, cross tabulation, tables, percentages, correlation and phrases and sentences were used to explain the meaning of the data and to make conclusions. The major findings of the study was that consumers are greatly influenced by four variables in their purchases. That is product certification, brand equity, consumer preference and product price. The study revealed that 57.14% of supermarket shoppers in Kimilili Municipality were females while 42.86% were males. From the findings the following recommendations were suggested» The manufacturers of products such as alcohol drinks, foodstuffs and cosmetics should give attractive names to their goods since names of these goods carry the value of their products. The government should open a department within the Ministry of Trade and Industry to handle consumer complains. Further research on factors influencing consumer preference for certain foods should be done.