THE INFLUENCE OF MARKETING MIX VARIABLES ON

CONSUMER BUYING BEHAVIOR OF INSECTICIDES

TREATED BED NETS IN NAIROBI COUNTY

MWAGAWE JOTHAM KATANA

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION, SCHOOL OF BUSINESS, UNIVERSITY OF
NAIROBI

NOVEMBER, 2014
 DECLARATION

I hereby declare that this project is my original work and which has not been submitted
for the award of any other degree of the university, except where due acknowledgement
has been made in the text.

Signature: ………………………………… Date: …………………….

Name: MWAGAWE JOTHAM KATANA

D61/P/8450/2005

The research project has been submitted with my approval as the University of Nairobi
Supervisor.

Signature: ………………………………… Date: …………………….

Prof. Francis Kibera
Department of Business Administration
School of Business
University of Nairobi

ii
 DEDICATION

I dedicate this thesis to my parents and my entire family and friends who have been there
for me through it all and who have supported me over the years.

iii
 ACKNOWLEDGEMENT
I wish to acknowledge my supervisor Prof. Francis Kibera for the coaching and
leadership towards the realization of this project. As my advisor, he provided detailed
guidance and encouragement throughout the course and conducting the research.

I would also like to acknowledge my entire family and friends for their support and care
during the development of this proposal. I would also like to acknowledge my classmates
for their support during the writing of this project.

iv
 ABSTRACT

Promoting and advocating for the use of long lasting insecticidal nets (LLINs), otherwise
known as treated bed nets, is of great importance since they have the potential for
protecting human beings against mosquito bites causing malaria. The objective of this
study was to determine the influence of marketing mix on consumer buying behavior of
Long Lasting Insecticidal Nets (LLINs) in Nairobi County. This study used descriptive
research design. The target population of this study comprised of all household in Nairobi
that shop in the ten major supermarkets in Nairobi. A list was obtained from the Nairobi
City Council Department of Licensing which reveals supermarkets operating in this area.
Due to the homescedasticity of the target population the study adopted a sample size of
10 consumers in every supermarket. This gave a sample size of 100 respondents from the
study. The study used questionnaires in order to collect data. The questionnaire had both
open and close ended questions. The completed questionnaires were checked for
completeness to ensure consistency. The study established that the brand name of
insecticide treated nets influences the customer choice of the net they purchase. Majority
of the respondents also agreed that the durability of the insecticide treated, the insecticide
treated nets manufacturer’s reputation, the popularity and the strength of the mosquito
treated influenced their choice of decision. The study also established that the majority of
the respondents view price of a product is a reflection of its ease of use and status, its
usefulness, its performance, its durability and its status. The study concludes that
pproduct influences the behaviour of consumers to a great extent. The study concludes
that the quality, packaging and the brand name of the product influence the consumers’
behaviour. The study also concludes that the reliability, durability and strength of the
treated net influence the consumers’ behaviour.On the price, the study concludes that
there is a significant relationship between the price of the net and the consumers’ choice
of behavior. The study concludes that consumers review the price of the net before the
purchase and that the associate the high prices with the quality. On distribution, the study
concluded that there is a significant relationship between the distribution and the
consumers’ behavior. The study concludes that consumers will purchase nets that are
locally available, widely distributed across the country, well displayed and those that are
well established in the Kenyan market. The study concludes that the display of the
mosquito treated net, advertisement on radios/TVs/ billboard, sales promotional offer and
recommendation from friends influence the consumers’ decision to purchase the nets.
This study recommends that the various mosquito treated nets in the country should
ensure that there mosquito nets are of high quality so as to give them leverage against the
consumers. The study also recommends that the companies take up advertising through
increased television advertisements and billboards.
.

v
 TABLE OF CONTENTS
DECLARATION............................................................................................................... ii
DEDICATION.................................................................................................................. iii
ACKNOWLEDGEMENT ............................................................................................... iv
ABSTRACT ........................................................................................................................v
LIST OF TABLES ......................................................................................................... viii
LIST OF FIGURES ......................................................................................................... ix

CHAPTER ONE : INTRODUCTION .............................................................................1

1.1 Background of the Study ............................................................................................1
1.1.1 Marketing Mix Variables.....................................................................................3
1.1.2 Consumer Behavior .............................................................................................4
1.1.3 Retail Sector in Kenya .........................................................................................7
1.1.4 Large Supermarkets in Kenya .............................................................................9
1.2 Research Problem .....................................................................................................10
1.3 Research Objective ...................................................................................................12
1.4 Value of the Study ....................................................................................................12

CHAPTER TWO : LITERATURE REVIEW ..............................................................14

2.1 Introduction ..............................................................................................................14
2.2 Theoretical Perspective of the Study........................................................................14
2.3 Influence of Marketing mix on Consumer Buying Behavior ...................................15

CHAPTER THREE : RESEARCH METHODOLOGY .............................................24

3.1 Introduction ..............................................................................................................24
3.2 Research design ........................................................................................................24
3.3 Target Population .....................................................................................................25
3.4 Sample Design..........................................................................................................25
3.5 Data Collection .........................................................................................................26
3.6 Data Analysis ...........................................................................................................26

vi
CHAPTER FOUR : DATA ANALYSIS, RESULTS AND DISCUSSION ................28
4.1 Introduction ..............................................................................................................28
4.2 Response Rate ..........................................................................................................28
4.3 Respondents’ Profile ................................................................................................29
4.4 Influence of Product on Consumer Behavior ...........................................................31
4.5 Influence of Price on Consumer Behavior ...............................................................33
4.6 Influence of Distribution on Consumer Behavior ....................................................36
4.7 Influence of Promotions on Consumer Behavior .....................................................38
4.8 Multiple Regression Analysis ..................................................................................40
4.9 Discussion of the Findings .......................................................................................42

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS ...45

5.1 Introduction ..............................................................................................................45
5.2 Summary ..................................................................................................................45
5.3 Conclusion................................................................................................................47
5.4 Recommendations ....................................................................................................47
5.5 Limitations of the Study ...........................................................................................49
5.6 Suggestions for Further Research ............................................................................49

REFERENCES.................................................................................................................51

APPENDICES ..................................................................................................................53
Appendix I: Questionnaire .............................................................................................53
Appendix II: List of Major Supermarkets in Nairobi, Kenya ........................................57

vii
 LIST OF TABLES
Table 4.1: Age Categories................................................................................................. 29

Table 4.2: Level of Education ........................................................................................... 30

Table 4.3: Frequency of Purchases ................................................................................... 30

Table 4.4: Influence of Product on Consumer Behavior ................................................. 31

Table 4.5: Extent of Influence of Product ........................................................................ 33

Table 4.6: Influence of Price on Consumer Behavior....................................................... 34

Table 4.7: Extent of Influence of price ............................................................................. 35

Table 4.8: Influence of Distribution on Consumer Behavior .......................................... 36

Table 4.9: Extent of Influence of Distribution .................................................................. 37

Table 4.10: Influence of Promotions on Consumer Behavior .......................................... 38

Table 4.11: Extent of Influence of Promotions, Price, Distribution and Product ............. 39

Table 4.12: Model Summary ............................................................................................ 40

Table 4.13: ANOVA ......................................................................................................... 41

Table 4.14: Coefficients .................................................................................................... 41

viii
 LIST OF FIGURES
Figure 4.1: Response rate .................................................................................................. 28
Figure 4.2: Gender of the respondents .............................................................................. 29

ix
 CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Consumer behavior refers to a series of activities directed toward the acquisition, use and

disposal of goods and services occurs (Salomon, 2004). It is a decision making process of

an individual physically by engaging in assessing, buying and using or disposing the

goods and services. Consumer behavior is to understand how a consumer makes decision

to buy a good using the available resources such as time, money, and effort for buying,

using, and disposing goods and services. It facilitates a better understanding and

forecasting not only of the subject of purchases but also of purchasing motives and

purchasing frequency (Schiffman, 2004). Marketing, as the term is commonly understood

today, was developed initially in connection with the selling of consumer–packaged

goods and later with the selling of industrial goods. The Committee on Definitions of the

American Marketing Association (AMA) defined marketing as the performance of

business activities that direct the flow of goods and services to the consumer (Alexander,

1960).

The marketing mix is the combination of the four controllable variables–product, place,

promotion, and price (the four Ps). These four variables help the firm in making strategic

decisions necessary for the smooth running of any product / organization. These variables

are product; price; place and promotions. The first P relates to product in terms of the

product itself, quality, how different it is from other products among other features. The

second P stands for price which refers to the consideration foregone by the customer to

1
acquire the product. The third P reflects place in terms of where and when the product

can be found while the fourth P reflects the promotion in terms of creating and promoting

the level of awareness among customers of the product.

The market place was changing radically as a result of major environment force such as

technological advances, globalization and deregulation (Kotler, 2003). It is not news to

even the most casual observer of the financial services industry that these are challenging

times for financial institutions. The pace of change and the growing complexity around

are breathtaking. The information technology revolution, globalization, increasing buying

sophistication and significant demographic changes are driving forces behind these

changes.

The study is anchored on two theories including open systems theory and the resource

based theory. The open systems theory argues that organizations are open systems which

require inputs from the environment and discharge their output into the environment.

This therefore means that organizations are environmental dependency (Salomon, 2004).

The resource-based view (RBV) as a basis for the competitive advantage of a firm lies

primarily in the application of a bundle of valuable tangible or intangible resources at the

firm's disposal. To transform a short-run competitive advantage into a sustained

competitive advantage requires that these resources are heterogeneous in nature and not

perfectly mobile. Through availability of resources, firms will be able to execute the four

Ps successful for the competitiveness on the market place.

Promoting and advocating for the use of long lasting insecticidal nets (LLINs), otherwise

known as treated bed nets, is of great importance since they have the potential for
2
protecting human beings against mosquito bites causing malaria. Their benefit to

individual users at household level and to the health sector and society as a whole has

been verified by various large-scale bednet intervention programmes in malaria endemic

countries of sub-Sahara Africa. LLIN is one of the key malaria control measures in

endemic countries in order to reach the Millennium Development Goal which targets to

reverse the incidence of malaria by 2015.

1.1.1 Marketing Mix Variables

Watkins (2002) points out that marketing is a very important function in an organization

in that it focuses the management attention on customers and what they want. Ensures

that the management concentrates on satisfying the needs and wants of the selected,

specific target markets and it also helps in the achievement of business plans by

providing customers with tailored solutions and thus giving customer satisfaction. An

organization will only be effective and efficient if its marketing activities meet the

perceived and desired benefits of its clients. Thus it's critical for marketing and senior

management in organizations to be well endowed with marketing to continue to adapt

and align its resources to the ever-changing environment.

Kotler and Keller (2006) noted that the market place isn't what it used to be, that is it is

different as a result of major interlinking societal forces that have created new behaviors,

opportunities and new challenges. They pointed out the following forces to the changing

environment: Changing Technology, Globalization, Deregulation, Privatization, and

Customer Empowerment. Need for greater profitability and heightened Competition.

Payne (2004) points out that marketing, in this competitive marketplace, has become a

3
key differentiator between corporate success and failure. In addition to competition he

has mentioned other forces in the market place as deregulation and privatization. He has

further pointed out that the market place is ever changing and its dynamism results to

new opportunities and threats that require a strong marketing ability to manage them.

1.1.2 Consumer Behavior

Consumer behavior shows the relationship between individuals, groups, or organizations

and the processes they use to select, secure, and dispose of products, services,

experiences, or ideas to satisfy needs and the impact that these processes have on the

consumer and the society at large (Kuester, 2012). It is not just the buying of

goods/services that receives attention in consumer behavior but, the process starts much

before the goods have been acquired or bought. A process of buying starts in the minds of

the consumer, which leads to the search for alternatives between products that can be

acquired with their relative advantages and disadvantages.

Consumer behavior is a complex pattern and sophisticated understanding for marketing

research. Simply stated it is the study of psychological, social and physical actions when

people buy use and dispose products, services, ideas and practices (Solomon, 2006;

Blackwell et al., 2001; Peter & Olson, 2008). Basic idea behind the consumer research is

questioning of buying reasons. However researchers have to go deeper and also ask

people how and in which circumstances purchase and consume (Blackwell et al., 2001)

Consumer behaviour consists of ideas, feelings, experiences and actions of consumers

with additional environmental factors like adverts, prices and comments. Furthermore,

consumer behaviour is a dynamic process, because of the continuous changes in ideas,

4
perceptions and activities of consumers as individuals or in a group (Olson & Peter,

2008).

The search for alternatives involves internal and external research which informs the

decision-making process for purchase and use of the goods by the customers.

Organizations also need to understand the post purchase behavior which is important,

since it gives a clue to the marketers whether the product is a success or not. Consumer

behavior seeks to understand what the consumer thinks of the company’s products and

those of its competitors; how the product can be improved according to customers, how

the customers use the product; what the customer’s attitude towards the product and its

advertising is and the role of the customer in his family.

According to Peter and Olson (2008), consumers should be analyzed by looking into

three objects; affect and cognition, behaviour, environment and their relations between

each other. Every single element can affect other elements or it can be a reason to realize.

So, all elements should be considered when deciding for marketing strategy (Peter and

Olson, 2008). Affect represents person’s emotions concerning a product like admiring or

hating, while cognition can be explained as mental activities such as learning, interpreting

and evaluating. When people are exposed to stimuli, they have the image of objects,

situations, people or experiences in mind. Every individual has own way of

understanding, perceiving and explaining of the surroundings in his own environment. In

some degree these specialties can be common depending on common attitude and beliefs.

Affect and cognition are connected to each other intensively however they are originated

totally in different ways as feelings and thoughts (Peter & Olson, 2008)
5
Due to the various explanations of consumer behaviour, Peter and Olson defined this

term as overt consumer behaviour that means consumer activities which can be analyzed

by quantitative and qualitative methods. Successes of marketing strategies pass through

not only changing of this behaviour of the consumers but also affect and cognition.

Although a person likes a product, it can be possible that s/he does not purchase it (Peter

& Olson, 2008). Consumer environment is the surroundings and out side effects. All

consumers are exposed to social pressure, culture, family, personal influence and

situation effects (Blackwell et al., 2001).

Consumer behavior patterns are quite related to each other, specifically in the aspects like

quality, pricing and decision making (Kumar, 2011). Saharudin et al. (2011) found that

the business firms must precisely the relationship with regard to price, the buyer’s own

self concept and ownership position in a purchase decision. A deeper understanding

regarding the quality is very important for every marketer. The customer satisfaction and

quality products are parallel in relationships with price, expertise, timeliness, service and

the physical environment (Lacobucci, Ostrom & Grayson, 1995).

Zeithaml (1988) found that perception of consumers of quality change over a time as a

result of added information, increased by changing expectations and completion in a

product category. The consumers base their purchasing decision on information

indications and signals like product name, design and price (Samiee, 1994). The other

major factors influencing buying behavior are basically cultural, social, personal and

psychological.

6
1.1.3 The Retail Sector in Kenya

The Retail Sector is comprised of establishments engaged in retailing merchandise,

generally without transformation, and rendering services incidental to the sale of

merchandise. Retailing is the final step in the distribution of goods to consumers. In

addition to retailing merchandise, some types of retailers engage in the provision of after

sales services, such as repair and installation. New machines and equipment dealers,

supermarkets, electronic and appliance stores and musical instrument stores are included

among this group providing products and service.

Supermarkets started in upper-income niches in large cities of Kenya (Nairobi and

Mombasa) and then spread into middle-class and then poorer consumer markets, and

from large cities to secondary cities to towns within Kenya. Supermarkets have then

spread from Kenya to poorer‘and less urbanized countries, like Uganda, Rwanda and

South Sudan. Within these countries and also in Kenya, supermarkets are now slowly

spreading to secondary cities and small towns. This study concerns itself with the

mainstream Supermarkets. The mainstream Supermarkets are defined as those

supermarkets that employ more than fifty employees in their day to day operations

(Njenga, 2006).

Supermarkets have also revolutionized the products they offer and are rapidly penetrating

urban food retail in Kenya and spreading well beyond their initial tiny market niche into

the food markets of lower-income groups (Kiumbura, 2003). Having penetrated

processed and staple food markets much earlier and faster than fresh foods, they have

recently begun to make inroads into the fresh fruits and vegetables category. The

7
important changes in their procurement systems bring significant opportunities and

challenges for small farmers, and have implications for agricultural diversification and

rural development programmes and policies. Supermarket development in Kenya is

currently in the medium stage where changes are taking place fast. Kenya is the second

most advanced country in terms of presence of supermarkets in sub Saharan Africa, after

South Africa. Kenya has over 406 supermarkets and 20 hypermarkets (Economic Survey,

2010). In the last ten years, the formal food and necessities retail sector has undergone

massive transformation, with traditional retailers, including small shops and public

markets, losing a significant proportion of the market share to supermarkets. There are at

least six big Kenyan owned supermarkets, including Nakumatt (which is the largest),

Uchumi (which has just come out of receivership), Tuskys, Naivas and Ukwala which is

the smallest of the giants. Kenya‘s advancement in supermarkets is evident from the fact

that it‘s top five cities (Nairobi, Mombasa, Nakuru, Eldoret, and Kisumu) have at least

165 supermarkets and 13 hypermarkets (Economic Survey, 2010).

Supermarkets are quickly diffusing into small towns and secondary cities to target poorer

consumers in Kenya, while expanding to other countries within the East African region.

Uchumi and Nakumatt are now operating in Tanzania and Uganda in an attempt to

broaden their annual turnover. The pattern of expansion in Kenya is similar to that of

South Africa (Njenga, 2006). This pattern of first penetrating upper class urban market

and then moving into lower income and rural-town markets shows that there will be a

steady and rapid increase in supermarkets in East Africa. There used to be few

supermarkets in Kenya, but their number is increasing quickly. All bigger cities and

many smaller towns have them. Their quality is usually quite high, and higher than other
8
countries in the region. Next to Kenyan and other regional brands, many Western brands

are lining up to compete for the Kenyan market as well. This study therefore aimed at

investigating the strategic responses the successful large and medium supermarkets in

Kenya are engaging in to counter the challenges brought about by changes in the external

environment.

1.1.4 Large Supermarkets in Kenya

The retail sector in Kenya is dominated by a few large supermarkets and many small

scale retailers. Traditionally, supermarkets are viewed as markets for rich consumers. For

a long time, they were only found in large cities of the developed world and middle

income countries. Nakumatt, Uchumi, Ukwala and Tuskys – the country‘s biggest

supermarkets in terms of branch network and shopping traffic – have in the past few

years expanded generously in a tight race for shoppers that has wound up in areas

initially dominated by traditional channels like shops, kiosks and small supermarkets in

small towns.

In Nairobi, the wars for market share have taken mainstream supermarkets from the usual

commercial areas to residential places, where they are squaring off with newer and

smaller entrants like Chandarana, Stagematt, Eastmatt and Naivas among others. With

Kenya being the more affluent market in East Africa, its retail sector is more developed,

but nearly hitting the slow lane, and the big players are looking beyond borders –

exporting their wars to neighboring countries. Performance in the Retail Sector has

relatively muted in the later part of the decade. Growth in retail trade was limited to less

than 1% through 2008.

9
1.2 Research Problem

Consumer behavior is defined as the behavior that consumers display in searching for,

purchasing, using, evaluating and disposing of products and services that they expect will

satisfy their needs. The preferences, choices and tastes of individual determine their

purchasing behavior. There are other different factors that determine the consumer

behaviours some of which marketers cannot control, such as cultural, social, personal,

and psychological factors.

Supermarkets in Kenya have generally been enjoying tremendous growth in recent years.

In the same vein, the environment has continually changed bringing more and more

challenges to the players (Cofek, 2011). Various changes have been witnessed in the

legal environment, competitive field, consumer needs and also in the area of technology.

Responses have been seen such as acquisitions, competing regionally and changes in

culture. In general the retail sector in Kenya has been undergoing significant growth both

in countrywide and regional presence. These developments are an indicator that these

institutions have engaged in designing strategic responses that are effective in countering

the challenges brought about by the external environment. Majority of retail customers

purchasing insecticide treated bed nets purchase from supermarket establishment making

it a better place for this study.

Booth and Shepherd (1988) argued that cultural and economical factors, consumer’s

personality, attitudes, values and emotions, affect consumers’ decision making process

regarding food selection. Internationally, Gilaninia, Taleghani and Azizi (2013)

examined marketing mix and consumer behavior in Kuwait. They indicate that consumer

10
behavior analysis is an important domain for a marketing manager as it gives insight into

a number of factors which affect sales and relationships that are not in the control of a

company. Haghshenas, Abedi, Ghorbani, Kamali and Harooni (2013) reviewed consumer

behavior and factors affecting on purchasing decisions in Singapore and established the

interest of the buyer and its relationship with the corporate marketing mix, opportunities

for buyer’s orientation from the perspective of consumer behavior can be obtained using

this technique. Roy (2013) also examined the effect of green marketing on consumer

behaviour – a study with particular reference to west Bengal (India). The results from this

illustrates that companies need to increase their communication with the customers for

going green, and that attributes like price and quality are more important than

“environmental responsibility

Locally, Musyoki (2012) examined the factors influencing consumer buying behavior of

General Motors East Africa’s saloon vehicles and established that the level of income

influences consumer buying behavior/ repurchasing power of the customer on the

automotive of choice. Ng’ang’a (2012) researched on the generation y consumer

behavior and its influence on the economic pillar of Kenya vision 2030 and concluded

that most respondents would consider to a large extent investing in a business, buying a

mobile phone and buying a laptop when they have extra cash. Maiywa (2013) did a study

on the impact of green marketing on consumer buying behaviour in major supermarkets

in Nairobi County. The study established that supermarkets endeavor to achieve some

competitive advantage over their competitors in the dynamic business environment by

using different marketing strategies that influence consumers to purchase green products

and services. Green marketing strategy is one of the crucial strategies that cannot be left
11
out by competitive organizations. Social responsibility has become the drive of any

successful organization in the global market. It can be concluded that, product strategy,

pricing strategy, promotion strategy and distribution strategy of any company should

emphasize on green marketing practices. From the above studies there is none that has

concentrated on the relationship between marketing activities and consumer behaviour

thus creating a research gap. This study sought to fill that gap by seeking answers to one

research question: what are the marketing mix variables influencing consumer buying

behavior of insecticide treated bed nets in Nairobi City County?

1.3 Research Objective

To determine the influence of marketing mix on consumer buying behavior of Long

Lasting Insecticidal Nets (LLINs) in Nairobi County

1.4 Value of the Study

The study would be important to several stakeholders including the management of

companies involved in the business of Long Lasting Insecticidal Nets (LLINs), the

Government of Kenya policy makers and future researchers and scholars.

The management teams of Long Lasting Insecticidal Nets (LLINs) as well as other

dealers in insecticide treated bed nets would also benefit from the findings of the study as

it would provide a better understanding to the management on business activities

influencing consumer buying behavior of insecticides treated bed nets.

12
Government agencies and policy makers could also use the results to formulate positive

national policies on a framework that is relevant and sensitive to the market forces

influencing the insecticides treated bed nets industry.

The study provided information to potential and current scholars on the business

activities influencing consumer purchase behavior. This is because the study contributes

to the already existing knowledge on consumer behaviour and market activities.

The study also extents the application on the theories of open system which explained

organization-environmental dependency and the resource based view theory which

argues that resources play an important role in the implementation of an organizations’

strategy.

13
 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

This chapter summarizes the information from other researchers who have carried out

research in the same field of study. It will discuss issues listed below.

2.2 Theoretical Perspective of the Study

Systems theory provides managers with metaphors, terminology and explanations about

how organizations function. It has dominated as a framework for managerial behavior

and organizational analysis (Peteraf, 1993). The rational systems perspective focuses on

structure as a significant tool for the efficient achievement of organizational goals. It

emphasizes the role of management in deciding such structures and determining the

specific goals that are to be achieved. Hence, the focus is on formal structures, the

specificity of goals, and the formalization of rules and roles (Wernerfelt, 1984). Open

systems reflected the belief that all organizations are unique in part because of the unique

environment in which they operate and that they should be structured to accommodate

unique problems and opportunities.

Environmental influences that affect open systems can be described as either specific or

general. The specific environment refers to the network of suppliers, distributors,

government agencies, and competitors with which a business enterprise interacts (Grant,

2002). The general environment encompasses four influences that emanate from the

geographic area in which the organization operates (Yaprak & Karademir, 2010). The

open-systems theory assumes that all large organizations are comprised of multiple
14
subsystems, each of which receives inputs from other subsystems and turns them into

outputs for use by other subsystems. The subsystems are not necessarily represented by

departments in an organization, but might instead resemble patterns of activity (Dharanaj

and Beamish, 2003).

The Resource Based View RBV originated from research that acknowledged the

importance of organizational specific resources to firm success and was developed

further by Penrose (1959) and Demstez (1973). Further research has made significant

contribution to its development (Barney, 1996). The Resource Based View (RBV)

suggests that sustainable superior performance and competitive advantage of any firm is

the result of the accumulation and utilization of resources, managerial choices, factor

market imperfections and strategic industry factors (Hafsi & Ganthier, 2003). Firm

heterogeneity instead of external environmental factors are considered relatively more

important determinants of the performance and competitive position of a firm both in the

local and international market place (Barney, 1991, Tseng et al, 2007; Lu et al., 2010).

The Resource Based View (RBV) views firms as a combination of skills, resource and

capabilities. The acquisition, integration and utilization of resources and capabilities are

expected to influence the performance of firms. These resources are expected to be rare,

inimitable, valuable and unbundable (Grant, 2002).

2.3 Influence of Marketing mix on Consumer Buying Behavior

Payne (2004) points out that marketing, in this competitive marketplace, has become a

key differentiator between corporate success and failure. In addition to competition he

has mentioned other forces in the market place as deregulation and privatization. He has

15
further pointed out that the market place is ever changing and its dynamism results to

new opportunities and threats that require a strong marketing ability to manage them.

Most organizations are now embracing different aspects of marketing activities so as to

remain relevant in the industry. They have developed different products to satisfy the

different market segments. Kotler and Keller (2006) highlighted the need for businesses

to come up with different products that are suitable for both the upper and lower end of

the market. Price reductions due to competition within the industry, has seen increase in

sales and customer base due to low pricing strategy. Other people often influence a

consumer’s purchase decision. The marketer needs to know which people are involved in

the buying decision and what role each person plays, so that marketing strategies can also

be aimed at these people (Kotler et al, 1994).

Strategic marketing management formulation involves selecting a specific target market

and making decisions regarding the crucial elements of product, price, promotion and

distribution so as to satisfy the needs of customers in that market. They are designed to

provide total integration of efforts that focus on achieving the marketing objectives

(Ferrell et al, 2002). Companies aim at choosing the “right” activities from among many

possible alternatives. These possible strategies are dependent on the nature of product or

service and also create a guideline as to which marketing activities the company should

focus its efforts on (Majumdar, 1996).With marketing strategies in place, any challenge

that a company comes face to face with can be tackled easily by applying those that are

appropriate for the situation. This ensures that companies are not caught off-guard.

Varying situations call for new survival techniques. The marketing strategy must fit the

needs and purposes of the selected target markets, be realistic given the organization’s
16
available resources and environment and should also be consistent with the

organization’s mission, goals and objectives (Kotler, 2003). A marketing strategy

identifies customer groups which a particular business can better serve than its target

competitors, and tailors product offerings, prices, distribution, promotional efforts, and

services toward those market segments. Ideally, the strategy should address unmet

customer needs that offer adequate potential profitability.

2.3.1 The effect of Product on Consumer Buying Behavior

With the increase in competition and faster diffusion processes, this results in the

shortening of Product life cycles hence new product launches have to be thoroughly

planned, test marketing becomes popular and also packaging plays an important role

(Majumdar, 1996). Product strategies may include concentrating on a narrow product

line, developing a highly specialized product or service, or providing a product-service

package containing unusually high-quality service. Also emphasized are innovation

strategies, coming up with a range plan to create product variety as well as branding of

products to differentiate them from competition (Atkinson & Wilson, 1996).

The quality of the product you produce, that will lead to a successful outcome in the long

run for every in the world. In business there are five most important dimensions which

make a successful business and these are service quality, tangible, reliability,

responsiveness assurance and identification (Azadavar, Shahbazi & Teimouri, 2011).

Also Satya (2011) found that it is compulsory for the firms to maintain their quality

because people are more conscious of quality than price. Most of the Asian country

consumers would want to have European or American product to have better quality, so

17
they always consider the “MADE IN” in their buying behavior (Abedniya, 2011). The

assessment of consumer on a product based on quality is very essential characteristic in

purchasing processes and consumers are conscious of quality difference of all products

(Nugroho & Wihandoyo, 2009).

The consumers sometime go for better quality brand rather than considering of the price

factor. The consumers are most likely to purchase famous but better quality brands in the

market instead less known brand they also ready to pay higher prices for renowned brand

(Boonlertvanich, 2009).Business goals will be easy to achieve if service quality can be

treated as a construct different stages so understanding and assurance are the most

important in service quality (Fogarty, Catts & Forlin, 2000).An effective business to

business relationships for many firm service quality is more significant rather than

product quality, these unique challenges achieve customer satisfaction (Rossomme,

2003).Quality is the major concern in every field of life, whether you buying some

product or services. Tsiotsou (2006) found a positive direct effect of perceived quality on

purchase intentions. The literature suggests that there is a significant role of product

quality in buying behavior but it may vary from culture to culture.

2.3.2 The Influence of Price on Consumer Buying Behavior

With the growing competition in the market, companies more often than not opt for niche

strategies to serve specific areas in the market (Majumdar, 1996). They need to make a

price-quality trade off to choose their consumers. The right price strategy is crucial for

maximizing total revenue. Generally, higher prices mean lower volume and vice-versa;

however, small businesses can often command higher prices because of their

18
personalized service. Some price strategies may aim at increasing a company’s share

growth or for market penetration purposes (Atkinson, 1996).

According to Kurtulus et al. (2005) the influence of consumer psychographics on their

tendency to purchase retailer brands, that must be valid and reliable so the consumers are

more price conscious and prefer and purchase retailer brands. Most of the consumers

need convenience and quality products that strongly motivate them to buy the same

product more frequently in the future (Ahuja, Gupta, & Raman, 2003). Ahmad and Vays,

(2011) found that the pre decision time of consumer purchasing behavior recognized

solid link with the desire purchasing Behavior of the consumers. The product price factor

is always been an important factor in customer/consumer buying process in every

context. They always examine price and brand name information differently when they

are making judgments on the dimensions of quality: ease of use, usefulness, performance,

durability, and status (Brucks, Zeithaml & Naylor, 2000)

The marketing managers have to think broader to have a common on two factors such as

capability control and strategic dynamic pricing policies (Moe & Fader, 2009). The

customer must be facilitated with some packages in products. Bie and Chiao (2001)

found that the marketing managers should highlight the price fairness in total consumer

satisfaction program. According to Chang and Wildt (1998) the price has its significant

influence on perceived quality when it is the only information indicated available.

According the study of consumer prefers to have a price rather than technical aspects in

durable goods. In purchasing process consumer look for three main things prices,

convenience, and recommendation by someone (Rehmanet al., 2011).The basic

19
marketing tool of attention is price and the value of pricing can be measured into the

effects of costs, markups, and side payments (Chintagunta, 2002). As previous studies

also found that certain demographic groups such as females, married persons, old people

and home workers are more responsible to examine for, and use, price information

consciously. The literature suggests that price has great impact in consumer buying

behavior very effectively. Every consumer needs more awareness regarding the price and

fairness in price in the shape of packages and discounts.

2.3.3 The Role of Distribution on Consumer Buying Behavior

The manufacturer and wholesaler must decide how to distribute their products. As

competition becomes fierce, retailers and wholesalers will be wooed more assiduously.

Loyalty in trade will go down. This calls for re-appraisal of the existing distribution

channels and development of new channels as well as give thought to development plans

and strategies (Majumdar, 1996). Working through established distributors or

manufacturers' agents generally is easiest for small manufacturers. Small retailers should

consider cost and traffic flow in site selection, especially since advertising and rent can

be reciprocal: A low-cost, low-traffic location means spending more on advertising to

build traffic.

Distribution (also known as the place variable in the marketing mix, or the 4 Ps) involves

getting the product from the manufacturer to the ultimate consumer. Distribution is often

a much underestimated factor in marketing (Majumdar, 1996). Many marketers fall for

the trap that if you make a better product, consumers will buy it. The problem is that

20
retailers may not be willing to devote shelf-space to new products. Retailers would often

rather use that shelf-space for existing products have that proven records of selling.

2.3.4 The Influence of Promotion on Consumer Buying Behavior

Promotion strategies play a vital role in the creation of mutually beneficial exchanges

between producers and consumers of goods, services or ideas. To be effective, the

promotional strategy must be guided by the marketing concept such as focusing on

consumer needs and integrating all activities of the organization to satisfy those needs

(Engel et al, 1991). Such strategies include advertising and direct customer interaction.

Good salesmanship is essential for small businesses because of their limited ability to

spend on advertising. Good telephone book advertising is also important. Direct mail is

an effective, low-cost medium available to small business

Sales promotion is media or non media marketing pressure applied for a pre determined,

limited period at the level of consumer, retailer or wholesalers in order to stimulate trials,

increase consumer demand or improve product availability (Kotler, 2003). It is also a key

ingredient in marketing campaign and consists of a diverse collection of incentive tools

mostly short term, and designed to stimulate quicker or greater purchase of particular

products or services by consumer or the trader (Kotler, 2003). According to Churchill and

Peter (1995), sales promotion is designed to produce quick results that will not only boost

sales in the immediate future, but will translate to loyal customers in the long run.

Consumers have become more and more sophisticated as well as marketers in their bid to

persuade the consumers and increase market share in the products and services they offer.

21
This persuasion comes in the form of discounts, free gifts, bonuses, free air time among

other sales promotional activities.

Adcock et al. (2001) assesses that when a purchase decision is made, the purchase

decision can be affected by unanticipated situational factors. Some of these factors

according to them could be directly associated with the purchase, for instance the outlet

where the purchase is to be made, the quality to be bought, when and how to pay. Most

instances, firms remove the need to make this decision by either including the essentials

in the form of sales promotion tools like coupons, discounts, rebates and samples. The

additional benefit whether in cash or in kind offered to consumers through sales

promotion is highly likely to influence their purchase behaviour or decision (Ngolanya, et

al. 2006). After considering the possible options, the consumer makes a purchase

decision and the consumer’s choice depends in part on the reason for the purchase (Kotler

et al, 2003).According to Kotler et al. (2003), the consumer may act quickly, especially if

sales promotional tools are used or the consumer may postpone making any purchase.

Whenever the consumer makes a purchase, they find out what products and services are

available, what features and benefits they offer, who sells them at what prices, and where

they can be purchased (Stanton et al., 1994).

The firms and its sales team provide consumers with the market information whenever

they engage consumers in efforts to inform or persuade in an attempt to communicate

with them. Sales promotion therefore provides a suitable link by providing consumers

with samples of the products for them to test them in small quantities as well as provide

consumers with most needed information concerning the product (Ngolanya et al; 2006).

22
According to Davidson et al, (1984), purchase decision may be between objective or

emotional motives; nevertheless, in all cases, the sale is made or not made in the

customers mind and not in the mind of the seller. A product is not purchased for its own

sake but for its ability to satisfy a need. The use of some of these promotional tools helps

in determining the use that consumers are likely to put the product into and therefore

guide them towards the right product (Cox & Britain, 2000).The consumer is therefore

provided with the relevant information, get the opportunity to try the product and get to

know whether it satisfies their needs and also enjoy a price reduction.

Sales promotion is therefore used to draw consumers to the product and they end up

making an impulse purchase as a result of the strength of the sales promotional tool

(Ngolanya, et al, 2006).Berkowitz et al. (1994) proposed that, in the purchase decision

process, at the recognition and the information search stage, the sales promotional tool

that is most effective is the free samples because it helps gain low risk trials. According

to them, consumers will be more likely to take the risk of trying a sample rather than

buying the whole product and being disappointed. They further suggested that, at the

alternative evaluation and the purchase decision stage, coupons, deals, point of purchase

displays and rebates are suitable sales promotional tools because they encourage demand

and repurchase of the same product by the consumer. They finally proposed that, at the

post purchase stage, the best sales promotion tool would be the use of coupons, as they

encourage repeat purchase from first time buyers.

23
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

This chapter sets out various stages and phases that were followed in accomplishing the

study. Procedures and techniques that were used in the collection, processing and

analysis of data were discussed. Specifically the chapter covered: research design, target

population, sampling design, data collection instruments, data collection procedures and

data analysis.

3.2 Research design

Kothari (2004) defines research design as the arrangement of conditions for collection

and analysis of data in a manner that aims to combine relevance to the research purpose

with economy in procedure. This study used descriptive research design. According to

Gatara (2010), descriptive design is appropriate because it is less expensive and can

enable the researcher to examine data from a wider area within a short time.

A descriptive design provides qualitative or numeric descriptions of trends, attitudes and

perceptions of the population by studying a sample of that population (Kothari, 2008;

Best & Khan, 2003). Since this study was interested in determining the influence of the

independent variables on the dependent variable without manipulating any variable, the

research design was suitable since it focused on the current phenomenon in regard to the

influence of marketing activities and consumer buying behaviour of mosquito treated

nets.

24
3.3 Target Population

Mugenda and Mugenda (2003) define target population as that population the researcher

studies, and whose findings are used to generalize to the entire population. Population is

the entire group of individual’s, events or objects having a common observable

characteristic. The target population of this study comprised of all household in Nairobi

that shop in the ten major supermarkets in Nairobi. A list was obtained from the Nairobi

City Council Department of Licensing which reveals supermarkets operating in this area.

This study used a census study where customers of all the major supermarkets will be

used to determine the problem under investigation.

3.4 Sample Design

Sampling involves any procedure that draws conclusions based on measurements of a

portion of the entire population (Ethridge, 2004). According to Connaway and Powell

(2010) a sample is usually drawn because it is less costly and less time consuming to

survey than the population, or it may be impossible to survey the entire population.

Mugenda and Mugenda (2003) indicate that a sample of 10-30% of the target population

is considered adequate provided it is scientifically determined. However due to the

homescedasticity of the target population the study adopted a sample size of 10

consumers in every supermarket.

This gave a sample size of 100 respondents from the study. In statistics, a sequence or a

vector of random variables is homoscedastic if all random variables in the sequence or

vector have the same finite variance and thus will portray the same characteristics

(Chandran, 2004). The respondents were selected randomly and thus each had an equal

25
chance of being selected. Simple random sampling technique was used because it

presents every member of the population an equal chance of inclusion in the study.

3.5 Data Collection

The study used questionnaires in order to collect data. Kirakowski (1998) defines a

questionnaire as a method for the elicitation, recording and collecting of information. The

questionnaires were used because they are inexpensive. The questionnaire had both open

and close ended questions. Qualitative data was collected from open ended items while

quantitative data was collected from closed ended items in the questionnaire.

The closed ended questions made use of a five point Likert scale where respondents were

required to fill according to their level of agreement with the statements. The

unstructured questions were used to encourage the respondents to give an in-depth

response where close ended questions were limiting. The questionnaires were designed

comprising of two sections. The first part included the demographic characteristics

questions designed to determine the profile of the respondents while part two dealt with

the identified independent variables.

3.6 Data Analysis

Miller (1991) notes that in order to analyze collected data, a researcher needs to have the

following information about the statistical data analysis tools namely: descriptive,

inferential and test statistics. The completed questionnaires were checked for

completeness to ensure consistency. Qualitative data was analyzed by deductive and

inductive approaches while quantitative data will be analyzed descriptively using

26
Statistical Package for Social Statistics (SPSS, V. 21.0) to determine the Marketing

activities influencing consumer buying behavior of insecticide treated bed nets in Nairobi

County. The findings were presented by use of tables and Graphs. In addition, the study

used inferential statistics that involved multiple regression analysis.

The regression equation: Y = β0 + β1X1 + β2X2 + β3X3 + β4X4 + ε

Whereby Y = Consumer Behaviour

X1 = Product

X2= Price

X3= Distribution

X4= Promotion

ε = Error Term

27
 CHAPTER FOUR

DATA ANALYSIS, RESULTS AND DISCUSSION

4.1 Introduction

This chapter presents the findings of the study. The findings will be presented in tables

and charts.

4.2 Response Rate

The study targeted a sample size of 100 respondents. Of the targeted 100 respondents, 69

filled and returned their questionnaires. This gave a response rate of 69%. According to

Mugenda & Mugenda (2003) the statistically significant response rate for research

analysis should be at least 50% as shown in Figure 4.1:

Figure 4.1: Response Rate

Source: (Research Data, 2014)

28
4.3 Respondents’ Profile

4.3.1 Gender
The study sought to establish the gender of the respondents. The findings are shown in the Figure
4.2:

Figure 4.2: Gender of the respondents

Source: (Research Data, 2014)

The findings show that 52% of the respondents were female and 48% were male. The

study involved both genders in the study although the females were the majority.

4.3.2 Age Categories

The respondents were asked their age. Table 4.1 shows the responses

Table 4.1: Age Categories

Frequency Percentage
Up To 20years 12 17
21-25 Years 8 12
26- 30yrs 15 22
31-35 Yrs 5 7
36- 40 Years 14 20
41- 50 Years 11 16
Above 50 Years 4 6
Total 69 100
Source: (Research Data, 2014)

29
The respondents who were aged below 20 years were 17%, 12% were aged between 21-

25 years and 22% of the respondents were aged between 26-30 years. The respondents

who were aged 31-35 years were 7%, 20% were aged 36-40 years, 16% were aged 41-50

years and only 6% were above 50 years.

4.3.3 Level of Education

The study sought to establish the respondents’ level of education. The findings are shown in table

4.2

Table 4.2: Level of Education

Frequency Percentage
KCSE Certificate 11 16
Technical Certificate 15 22
Bachelor’s Degree 16 23
Master’s Degree 10 14
Other 17 25
Total 69 100
Source: (Research Data, 2014)

The respondents who were KCSE certificate holders were 16%, 22% had technical
certificate, 23% had bachelors degree, 14% had masters degree and 25% said they had
other qualifications.

4.3.4 Frequency of Purchases

The study sought to establish how often the respondents purchased in their respective
supermarket.

Table 4.3: Frequency of Purchases

Frequency Percentage
Daily 38 55
Weekly 20 29
Monthly 11 16
Total 69 100
Source: (Research Data, 2014)

30
From the responses, the respondents who shop at their supermarkets daily were 55%,

29% shopped weekly while 16% shopped monthly.

4.4 Influence of Product on Consumer Behavior

The respondents were asked the extent to which they agreed on the statements in table 4.4

on the influence of product on consumer behavior.

Table 4.4: Influence of Product on Consumer Behavior

Mean Std. Dev
The quality of insecticide treated nets is a key determinant in my 4.652 0.001
purchase of a mosquito net
The packaging of the insecticide treated net influences my decision 3.987 0.213
to purchase a mosquito net
The brand name of insecticide treated nets influences my choice of 3.665 0.542
the net I purchase
The value of the products I more important than the cost 4.231 0.158
The reliability of insecticide treated nets influence my choice of the 4.562 0.962
insecticide Mosquito net to buy
The durability of the insecticide treated nets is a key determinant of 4.772 0.333
my decision on the net I purchase
The color variety of insecticide treated nets influences my choice 3.421 0.145
of the mosquito net brand I purchase
The strength of the insecticide treated nets influences the brand I 4.015 0.452
purchase
The popularity of insecticide treated nets influences my mosquito 3.776 0.662
net purchase decision
The insecticide treated nets manufacturer’s reputation on the 4.011 0.174
market influences my decision on the nets
Source: (Research Data, 2014)

On whether the quality of insecticide treated nets is a key determinant in my purchase of

a mosquito net the respondents strongly agreed with a mean of 4.652.Kotler and Keller

(2006) cited that it is important for companies to come up with products that are of good

quality and thus suite the need of the consumers. The respondents also agreed that

31
packaging of the insecticide treated net influences my decision to purchase a mosquito

net with a mean of 3.987 and also agreed that the brand name of insecticide treated nets

influences my choice of the net I purchase with a mean of 3.665. According to Atkinson

& Wilson (1996), companies should provide product whose packaging contains

unusually high-quality service. He also emphasized on branding of products to

differentiate them from competition. Asked whether the value of the products I more

important than the cost the respondents agreed with a mean of 4.231 and strongly agreed

that the reliability of insecticide treated nets influence my choice of the insecticide

Mosquito net to buy with a mean of 4.562. The reliability of a product is one of the

important dimensions that make a business successful (Azadavar, Shahbazi, &Teimouri,

2011). On the durability of the insecticide treated nets is a key determinant of my

decision on the net I purchase, the respondents strongly agreed with a mean of 4.772.

The respondents were neutral on whether the color variety of insecticide treated nets

influences my choice of the mosquito net brand I purchase with a mean of 3.421. The

respondents also agreed that the strength of the insecticide treated nets influences the

brand purchase with a mean of 4.015 that the popularity of insecticide treated nets

influences my mosquito net purchase decision with a mean of 3.776 and that the

insecticide treated nets manufacturer’s reputation on the market influences my decision

on the nets with a mean of 4.011. Also Satya (2011) found that it is compulsory for the

firms to maintain their quality because people are more conscious of quality than price.

Thus the quality of the product you produce, that will lead to a successful outcome in the

long run.

32
4.4.1 Extent of Influence of Product

The study sought to establish the extent to which product brand influences the consumers’

choice of purchasing. The findings are shown in table 4.5.

Table 4.5: Extent of Influence of Product

Frequency Percentage

Very Great Extent 33 48

Great Extent 28 41
Moderate Extent 4 6
Little Extent 1 1
No Extent At All 3 4
Total 69 100
Source: (Research Data, 2014)

The respondents who said that product influenced their behavior to a very great extent

were 48%, 41% said to a great extent,6% said to a moderate extent ,1% said to a little

extent and 4% said to no extent at all. Majority of the respondents said that the product

was a great influence to their consumer behavior. Quality is the major concern in every

field of life, whether you buying some product or services. Tsiotsou (2006) found a

positive direct effect of perceived quality on purchase intentions

4.5 Influence of Price on Consumer Behavior

The respondents were asked the extent to which they agreed on the statements below on

the influence of price on consumer behavior.

33
Table 4.6: Influence of Price on Consumer Behavior
Mean Std. Dev
I review the prices of insecticide treated nets before deciding 4.611 0.005
on which brand to purchase
I associate higher prices with high quality of insecticide 4.231 0.214
treated nets
I use the prices to determine which insecticide treated nets to 4.031 0.114
purchase
Price differentiations are key determinants of my insecticide 3.441 0.251
treated nets purchase decision
The price of a product is a reflection of its ease of use, , and 3.051 0.632
status
The price of a product is a reflection of its usefulness, 3.456 0.224
The price of a product is a reflection of its performance 4.141 0.621
The price of a product is a reflection of its durability, 4.354 0.452
The price of a product is a reflection of its status 3.985 0.334
There is need for pricing controls and policies on insecticides 4.687 0.224
treated bed nets
I prefer to have a price rather than technical aspects in durable 2.114 0.362
goods
Source: (Research Data, 2014)

On whether the customer reviews the prices of insecticide treated nets before deciding on

which brand to purchase, the respondents agreed with a mean of 4.611. According to

Majumdar (1996), companies need to include strategies that will serve specific areas in

the market by offering price-quality trade off to choose their consumers. The respondents

also agreed that they associate higher prices with high quality of insecticide treated nets

with a mean of 4.231. On whether customers use the prices to determine which

insecticide treated nets to purchase, the respondents agreed with a mean of 4.031. The

respondents were neutral on whether price differentiations are key determinants of their

insecticide treated nets purchase decision, with a mean of 3.441. However Kurtulus et. al

(2005) cited that most customers are price conscious. On whether the price of a product is

a reflection of its ease of use, and status, the respondents were neutral with a mean of

34
3.051. On whether the price of a product is a reflection of its usefulness, the respondents

were also neutral with a mean of 3.456.

Asked whether the price of a product is a reflection of its performance, the respondents

agreed with a mean of 4.141 and also agreed that the price of a product is a reflection of

its durability, with a mean of 4.354. Brucks, Zeithaml & Naylor (2000) concluded that

consumers always examine price and brand name information differently when they are

making judgments on the dimensions of quality: ease of use, usefulness, performance,

durability, and status Asked whether the price of a product is a reflection of its status, the

respondents agreed with a mean of 3.985 and also strongly agreed that there is need for

pricing controls and policies on insecticides treated bed nets with a mean of 4.687. The

respondents disagreed that they prefer to have a price rather than technical aspects in

durable goods, with a mean of 2.114. These findings are consistent with those of Moe &

Fader (2009) who cited that marketing managers have to think broader to have a common

on two factors such as capability control and strategic dynamic pricing policies

4.5.1 Extent of Influence of Price

The study sought to establish to what extent the price affects the consumers’ choice of

product. The findings are shown on Table 4.7:

Table 4.7: Extent of Influence of price

Frequency Percentage
Very Great Extent 23 33
Great Extent 34 49
Moderate Extent 7 10
Little Extent 3 4
No Extent At All 2 3
Total 69 100

35
The respondents who said that the price influences their purchase of product to a very great extent

were 33%, 49% said to a great extent, 10% said to a moderate extent, 4% said to little extent and

3% said to no extent at all. The basic marketing tool of attention is price and the value of

pricing can be measured into the effects of costs, markups, and side payments

(Chintagunta, 2002).

4.6 Influence of Distribution on Consumer Behavior

The study sought to establish the extent to which the respondents agreed on the

statements in table 4.8 on the distribution of consumer behavior.

Table 4.8: Influence of Distribution on Consumer Behavior

Mean Std. Dev
I purchase insecticide treated nets that are readily available 4.542 0.152
I prefer purchase insecticide treated nets which are widely 4.231 0.412
distributed all over the country
I prefer purchasing insecticide treated nets that are well 3.445 0.221
displayed
I prefer purchasing insecticide treated nets that are well 4.023 0.162
established on the Kenyan market

On whether consumers purchase insecticide treated nets that are readily available, the

respondents strongly agreed with a mean of 4.542. Distribution involves getting the

product from the manufacturer to the ultimate consumer. Majumdar (1996) cited that

companies need to ensure that there is a clear distribution channel so that all the products

can get to the consumers. On whether consumers prefer to purchase insecticide treated

nets which are widely distributed all over the country, the respondents agreed with a

mean of 4.231. Asked whether the respondents preferred purchasing insecticide treated

nets that are well displayed, the respondents were neutral with a mean of 3.445.

36
On whether the respondents prefer purchasing insecticide treated nets that are well

established on the Kenyan market, the respondents agreed with a mean of 4.023. There is

need for organizations to consider cost and traffic flow in site selection, especially since

advertising and rent can be reciprocal: A low-cost, low-traffic location means spending

more on advertising to build traffic. This will ensure that the products are widely

distributed and easily accessible across all markets (Majumdar, 1996).

4.6.1: Extent of Influence Of Distribution

The study sought to establish to what extent accessibility of the product in the market

influences the consumers choice of the product.

Table 4.9: Extent of Influence of Distribution

Frequency Percentage
Very Great Extent 29 42
Great Extent 27 39
Moderate Extent 6 9
Little Extent 5 7
No Extent At All 2 3
Total 69 100
Source: (Research Data, 2014)

The respondents who said that distribution influences the consumer choice to a very great

extent were 42%, 39% said to a great extent, 9% said to a moderate extent, 7% said to a

little extent and 3% said to no extent at all. The manufacturer and wholesaler must decide

how to distribute their products since as competition become fierce, retailers and

wholesalers will be wooed more assiduously and loyalty in trade will go down

(Majumdar, 1996).

37
4.7 Influence of Promotions on Consumer Behavior

The study sought to establish the extent to which the respondents agreed on the following

statements on the influence of promotions on consumer behavior. The findings are shown

in Table 4.10:

Table 4.10: Influence of Promotions on Consumer Behavior

Mean Std. Dev
The display of insecticide treated nets has a great influence on my 3.625 0.004
choice of the brand to purchase
I purchase insecticide treated nets that I have heard advertised on 3.421 0.231
Television/Radio/ Billboard
I purchase insecticide treated nets because of the advertisement 3.628 0.145
run in the media
The advertisement run in the media makes me purchase a given 4.022 0.662
brand of insecticide treated net.
I purchase brands that my friends have recommended 3.621 0.135
I purchase insecticide treated nets that are on sales promotional 3.014 0.621
offer
Source: (Research Data, 2014)

On whether the display of insecticide treated nets has a great influence on my choice of

the brand to purchase, the respondents agreed with a mean of 3.625 . Promotion strategies

play a vital role in the creation of mutually beneficial exchanges between producers and

consumers of goods, services or ideas (Engel et.al. 1991). Asked whether customers

purchase insecticide treated nets that they have heard advertised on Television/Radio/

Billboard, the respondents were neutral with a mean of 3.421. Asked whether

consumers purchase insecticide treated nets because of the advertisement run in the

media, the respondents agreed with a mean of 3.628.

38
On whether the advertisement run in the media makes consumers purchase a given brand

of insecticide treated net, the consumers agreed with a mean of 4.022. These findings are

consistent with those of Engel et. al. (1991) who cited that customers should include

strategies such as advertising and direct customer interaction since good salesmanship is

essential for businesses. On whether consumers purchase brands that their friends have

recommended, the respondents agreed with a mean of 3.621. On whether consumers

purchase insecticide treated nets that are on sales promotional offer the respondents were

neutral with a mean of 3.014. Sales promotion is media or non media marketing pressure

applied for a pre determined, limited period at the level of consumer, retailer or

wholesalers in order to stimulate trials, increase consumer demand or improve product

availability (Kotler, 2003).

4.7.1 Extent of Influence of Promotions, Price, Distribution and Product

The study sought to establish to what extent Promotions, Price, Distribution and Product.

The responses are shown in the table below.

Table 4.11: Extent of Influence of Promotions, Price, Distribution and Product

Quality Rank
Price 1.231
Product 1.452
Distribution 2.315
Promotion 2.513
Source: (Research Data, 2014)

The respondents said that price and product were great influencers to the behavior of

consumers with a mean of 1.231 and 1.452 respectively. On distribution the respondents

said it influenced their behavior to a moderate extent and the promotion influenced their

39
behavior to a little extent with a mean of 2.513. Payne (2004) points out that marketing,

in this competitive marketplace, has become a key differentiator between corporate

success and failure. Strategic marketing management formulation involves selecting a

specific target market and making decisions regarding the crucial elements of product,

price, promotion and distribution so as to satisfy the needs of customers in that market.

They are designed to provide total integration of efforts that focus on achieving the

marketing objectives (Ferrell et al, 2002).

4.8 Multiple Regression Analysis

The researcher conducted a multiple regression analysis so as to establish the relationship

between independent and dependent variables. The findings were tabulated and discussed

under this section.

Table 4.12: Model Summary

R R Square Adjusted R Square Std. Error of the Estimate
.792a .628 .592 4.161
a. Predictors: (Constant), Product, price, Distribution, promotion
Source: (Research Data, 2014)

From the model Summary above, 62.8% of the total variance in the dependent variable

(consumer behaviour) can be explained by combined independent variables (Product,

price, Distribution, promotion).

40
Table 4.13: ANOVA
Model Sum of Squares df Mean Square F Sig.
Regression 1225.625 4 306.406 26.9623 .000b
Residual 727.312 64 11.3643
Total 1952.936 68
a. Dependent Variable: Consumer Behaviour
b. Predictors: (Constant), Product, price, Distribution, promotion
Source: (Research Data, 2014)

The ANOVA table above shows that the model fits the data as p-value is less than 0.05

(Sig. = .000). Further, the null hypothesis (H0) that there is no significant effect of of

marketing mix on consumer buying behavior of Long Lasting Insecticidal Nets

(LLINs) in Nairobi County is rejected and the alternative hypothesis (H1) that there is

significant effect of marketing mix on consumer buying behavior of Long Lasting

Insecticidal Nets (LLINs) in Nairobi County is accepted instead.

Table 4.14: Coefficients

Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
(Constant) 3.447 4.849 2.773 .008
Product .329 .257 .370 1.277 .042
Price .636 .199 .891 3.206 .002
Distribution .569 .262 .009 2.135 .003
Promotion .240 .110 .286 2.176 .035
a. Dependent Variable: Consumer Behaviour
Source: (Research Data, 2014)

Y = β0+ β1X1 + β2X2 + β3X3 + β4X4 + €

Becomes;

Y = 3.447 + .329X1 + .636X2 + .569X3 + .240X4

41
From the Coefficients Table 4.11, for every unit increase in consumer behavior, Product

0.329, price contributes 0.636, distribution contributes 0.569 and promotion contributes

0.240. When all other variables remain constant, consumer behavior remains at 3.447. All

the contributions of the independent variables and the constant are statistically significant

since p-values are all less than .05. The regression equation;

4.9 Discussion of the Findings

The findings showed that majority of the respondents agreed that the quality of

insecticide treated nets is a key determinant in my purchase of a mosquito net and that

packaging of the insecticide treated net influences my decision to purchase a mosquito

net. Kotler and Keller (2006) cited that it is important for companies to come up with

products that are of good quality and thus suite the need of the consumers The study also

established that the brand name of insecticide treated nets influences the customer choice

of the net they purchase. According to Atkinson & Wilson (1996), companies should

provide product whose packaging contains unusually high-quality service. He also

emphasized on branding of products to differentiate them from competition. The findings

also showed that the majority of the respondents agreed that the value of the products was

more important than the cost. On the reliability of insecticides treated nets majority

agreed that it influenced their choice of the insecticide Mosquito net to buy. . The

reliability of a product is one of the important dimensions that make a business successful

(Azadavar, Shahbazi, & Teimouri, 2011). Majority of the respondents also agreed that the

durability of the insecticide treated, the insecticide treated nets manufacturer’s reputation,

the popularity and the strength of the mosquito treated influenced their choice of

42
decision. Satya, (2011) found that it is compulsory for the firms to maintain their quality

because people are more conscious of quality than price. Thus the quality of the product

you produce, that will lead to a successful outcome in the long run.

On the influence of price, the study established that that majority of the respondents

review the prices of insecticide treated nets before deciding on which brand to purchase

and that the majority associate higher prices with high quality of insecticide treated nets.

According to Majumdar (1996), companies need to include strategies that will serve

specific areas in the market by offering price-quality trade off to choose their consumers.

The findings also showed that the majority of the respondents use the prices to determine

which insecticide treated nets to purchase and that price differentiations are key

determinants of my insecticide treated nets purchase decision. Kurtulus et.al (2005) cited

that most customers are price conscious. The study also established that the majority of

the respondents view price of a product is a reflection of its ease of use, and status, its

usefulness, its performance, its durability and its status. The findings also show that the

majority of the respondents strongly agreed that there is need for pricing controls and

policies on insecticides treated bed nets. Brucks, Zeithaml & Naylor (2000) concluded

that consumers always examine price and brand name information differently when they

are making judgments on the dimensions of quality: ease of use, usefulness, performance,

durability, and status

On the influence of distribution, consumers purchase insecticide treated nets that are

readily available. Majumdar (1996) cited that companies need to ensure that there is a

clear distribution channel so that all the products can get to the consumers. Majority of

43
the respondents also agreed that they prefer to purchase insecticide treated nets which are

widely distributed all over the country and well displayed. Majority of the consumers said

that they purchasing insecticide treated nets that are well established on the Kenyan

market. A low-cost, low-traffic location means spending more on advertising to build

traffic. This will ensure that the products are widely distributed and easily accessible

across all markets (Majumdar, 1996).

On the influence of promotions, majority of the respondents agreed that the display of

insecticide treated nets has a great influence on my choice of the brand to purchase and

that they purchase insecticide treated nets that they have heard advertised on

Television/Radio/ Billboard. Promotion strategies play a vital role in the creation of

mutually beneficial exchanges between producers and consumers of goods, services or

ideas (Engel et.al. 1991). Majority of the respondents agreed that they purchase

insecticide treated nets because of the advertisement run in the media and that the

advertisement run in the media makes them purchase a given brand of insecticide treated

net. Engel et. al. (1991) who cited that customers should include strategies such as

advertising and direct customer interaction since good salesmanship is essential for

businesses Majority of the respondents also agreed that they purchase brands that my

friends have recommended and that they purchase insecticide treated nets that are on

sales promotional offer. Sales promotion is media or non media marketing pressure

applied for a pre determined, limited period at the level of consumer, retailer or

wholesalers in order to stimulate trials, increase consumer demand or improve product

availability (Kotler, 2003).

44
 CHAPTER FIVE:

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction

This chapter presents the summary of the key data findings, discussion of the findings,

conclusion drawn from the findings highlighted and recommendation made there to.

5.2 Summary

The findings showed that majority of the respondents agreed that the quality of

insecticide treated nets is a key determinant in my purchase of a mosquito net and that

packaging of the insecticide treated net influences my decision to purchase a mosquito

net. The study also established that the brand name of insecticide treated nets influences

the customer choice of the net they purchase. The findings also showed that the majority

of the respondents agreed that the value of the products was more important than the cost.

On the reliability of insecticides treated nets majority agreed that it influenced their

choice of the insecticide Mosquito net to buy. Majority of the respondents also agreed

that the durability of the insecticide treated, the insecticide treated nets manufacturer’s

reputation, the popularity and the strength of the mosquito treated influenced their choice

of decision.

On the influence of price, the study established that that majority of the respondents

review the prices of insecticide treated nets before deciding on which brand to purchase

and that the majority associate higher prices with high quality of insecticide treated nets.

The findings also showed that the majority of the respondents use the prices to determine
45
which insecticide treated nets to purchase and that price differentiations are key

determinants of my insecticide treated nets purchase decision. The study also established

that the majority of the respondents view price of a product is a reflection of its ease of

use, , and status, its usefulness, its performance, its durability and its status. The findings

also show that the majority of the respondents strongly agreed that there is need for

pricing controls and policies on insecticides treated bed nets.

On the influence of distribution, consumers purchase insecticide treated nets that are

readily available. Majority of the respondents also agreed that they prefer to purchase

insecticide treated nets which are widely distributed all over the country and well

displayed. Majority of the consumers said that they purchasing insecticide treated nets

that are well established on the Kenyan market.

On the influence of promotions, majority of the respondents agreed that the display of

insecticide treated nets has a great influence on my choice of the brand to purchase and

that they purchase insecticide treated nets that they have heard advertised on

Television/Radio/ Billboard. Majority of the respondents agreed that they purchase

insecticide treated nets because of the advertisement run in the media and that the

advertisement run in the media makes them purchase a given brand of insecticide treated

net. Majority of the respondents also agreed that they purchase brands that my friends

have recommended and that they purchase insecticide treated nets that are on sales

promotional offer.

46
5.3 Conclusion

Product influences the behaviour of consumers to a great extent. The study concludes that

the quality, packaging and the brand name of the product influence the consumers’

behaviour. The study also concludes that the reliability, durability and strength of the

treated net influence the consumers’ behaviour.

On the price, the study concludes that there is a significant relationship between the price

of the net and the consumers’ choice of behavior. The study concludes that consumers

review the price of the net before the purchase and that the associate the high prices with

the quality. The study also concludes that the price of the commodity is a reflection of its

usefulness, performance, durability and status.

On distribution, the study concluded that there is a significant relationship between the

distribution and the consumers’ behavior. The study concludes that consumers will

purchase nets that are locally available, widely distributed across the country, well

displayed and those that are well established in the Kenyan market.

On promotions, the study concludes that promotions influence the consumer behavior to

a great extent. The study concludes that the display of the mosquito treated net,

advertisement on radios/TVs/ billboard, sales promotional offer and recommendation

from friends influence the consumers’ decision to purchase the nets.

5.4 Recommendations

From the findings the study concluded that Product influences the behaviour of

consumers to a great extent. This study therefore recommends that the various mosquito
47
treated nets in the country should ensure that there mosquito nets are of high quality so as

to give them leverage against the consumers. The study also recommends that companies

come up with new technological innovations that will lead to the making of durable

materials since durability of the product influences the consumer choice to purchase the

product.

On the price the study recommends that mosquito treated nets manufacturers should

review their prices so as to cater for the different markets in the country. The study also

recommends that companies adopt price-quality trade off strategies so as to ensure there

is more sales from the high priced nets that the consumers perceive to be of higher

quality.

The findings revealed that there is a significant relationship between distribution and

consumer behaviour. The study therefore recommends that companies that manufacture

mosquito treated nets should ensure that they have clear distribution and logistics channel

that will ensure their products are widely distributed across the country. The study also

recommends that companies should increase their volume of manufactured products so as

to ensure consumers do not ensure shortages in the market.

On promotions the study recommends that manufactures of mosquito treated nets should

carry out promotional offers for their products to their clients so as to increase their sales

volume. The study also recommends that the companies take up advertising through

increased television advertisements and billboards.

48
5.5 Limitations of the Study

The study faced the following limitations.

Foremost, the study faced time constraints since the time within which the study was to

be conducted was limited. However, the researcher countered this limitation by carrying

out the research across the department and management level in the organization to

enable a generalization of the study findings.

Secondly, the study faced a limitation posed by apprehension by respondents in the initial

stage who appeared restrained to accepting to participate freely in interview geared

towards data collection. In some instances the target respondents referred the researcher

to other different departments who then referred you to them, a fact that took time before

finally accepting to give data.

Thirdly other respondents complained of having received many requests from different

researchers from different institutions and hence appeared to be in a hurry to provide data

quickly so as to be through with the researcher within a short time. This kind of approach

can easily compromise the findings of the study if the researcher is not diligent enough.

5.6 Suggestions for Further Research

This study concentrated on the consumers within the ten major supermarkets in Nairobi.

This study cannot be generalized for all consumers across the country. This study

therefore recommends that in the future a study be conducted on the influence of

marketing mix on consumer buying behaviour of insecticides treated nets in Kenya.

49
The study also recommends that in the future an evaluation be on the influence of

marketing mix strategies on the performance of this firm. This study will be of

importance in investigating whether adoption of marketing mix strategies influence the

performance of the organization and how effective they on improving the performance of

the firm.

50
 REFERENCES
Atkinson, J., & Wilson, I., (1996), Strategic Marketing: Cases, Concepts and Challenges,
London: Harper Collins Publishers Ltd.
Cheche, R. (2004), Marketing Strategies Adopted by Selected Christian Churches in
Nairobi, Unpublished MBA Project, University of Nairobi, Kenya
Chepkwony, J., (2001). Strategic Responses of Firms in Kenya to Challenges of
Increased Competition in the Industry, Unpublished MBA Project, University of
Nairobi
Cravens, W. D., Hills E.G. & Woodruff B.R. (1996), Marketing Management, New
Delhi: AITBS Publishers and Distributors
Engel, F., Warshaw, R. & Kinnear, C. (1991), Promotional Strategy.7thEdition, Boston:
Heresy, P., Blanchard, H. K. & Dewey J. E. (1996), Management of Organizational
Change: Utilizing Human Resources, 7thEdition, New Jersey: Prentice Hall Inc.
Kandie, P. (2001), A Study of Strategic Responses by Telkom Kenya Limited in a
competitive Environment, Unpublished MBA Project, University of Nairobi
Kiptugen E. J. (2003), Strategic Responses to Changing Competition Environment,
Unpublished MBA Project, University of Nairobi
Kombo, H. K. (1997), Strategic Responses by Firms facing Changed Environmental
Conditions: A Study of Motor Vehicle Franchise Holders in Nairobi, Unpublished
MBA Project, University of Nairobi
Kotler, P. (2003), Marketing Management 11thEd. New Delhi, Prentice Hall of India
Private Ltd
Loudon, D. L. & Bitta A. J. D. (2004). Consumer Behaviour (Second ed.) Mc-Grawhill
Majumdar, R. (1996) Marketing Strategies, New Delhi: Allied publishers
Mokaya, S. B. (2003), Responses of Urban Bus Companies in Kenya to Environmental
Changes, Unpublished MBA Project, University of Nairobi
Mugambi M. G. (2003), The Strategic Responses of Tourist Hotels to the Changes in the
Environment: A case of Tourist Hotels in Nairobi, Unpublished MBA Project,
University of Nairobi
Nyabila, M. (2005), Urban renewal a prerequisite for growth in Kenya Marketing Africa:
66-67
Pearce, A. & Robinson, B. (1991), Strategic Management: Formulation, Implementation
and Control, New York: Free Press

51
Richard D., Irwin O.C., Hartline M. D. & Lucas G.H Jr. (2002), Marketing Strategy.
2ndEdition, New York: Vicas Publishing House
Schiffman L. G. & Kanuk L. L. (2006). Consumer Behaviour. Prentice Hall of India.
Shrum, L., J., John A., & Lowrey, T.,(1995). Buyer Characteristics of the Green
Consumer and their Implications for Advertising strategy. Journal of Advertising,
24, 2: 71
Straughan, R., &James, A., (1999). Environmental Segmentation Alternatives: A Look at
Green Consumer Behavior in The New Millennium” Journal of Consumer
Marketing, 16 (6): 559-575
Thomas, L., (2007). The Power of Green. The New York Times
Tilikidou, I., & Antonia, D., (2008). Types and Influential Factors of Consumers’ Non-
Purchasing Ecological Behaviors, Business Strategy and the Environment.61-76

52
 APPENDICES
Appendix I: Questionnaire
SECTION A: DEMOGRAPHIC INFORMATION
1. Kindly indicate your gender
Male [ ] Female [ ]
2. Indicate your age bracket

Up to 20 years [ ] 21-25 years [] 26- 30yrs []

31-35 years [] 36- 40 years [] 41- 50 years []

Above 50 years [ ]

3. Level of education

KCSE certificate [ ] Technical Certificate [ ]

Bachelor’s Degree [ ] Master’s Degree [ ]

4. How often do you shop in this supermarket

Daily [ ] Weekly [ ]

Monthly [ ] other specify [ ]

SECTION B; INFLUENCE OF PRODUCT ON CONSUMER BEHAVIOUR

5. Listed below are statements which are expected to influence the purchase of
insecticide treated nets product on the consumer behavior. Kindly rate the extent to
which you agree with the statements on a scale of 1-5, where 5= to very large extent,
4= large extent, 3=moderate extent, 2=small extent, 1=no extent.

1 2 3 4 5
The quality of insecticide treated nets is a key
determinant in my purchase of a mosquito net
The packaging of the insecticide treated net influences
my decision to purchase a mosquito net
The brand name of insecticide treated nets influences
my choice of the net I purchase
53
The value of the products I more important than the cost
The reliability of insecticide treated nets influence my
choice of the insecticide Mosquito net to buy
The durability of the insecticide treated nets is a key
determinant of my decision on the net I purchase
The colour variety of insecticide treated nets influences
my choice of the mosquito net brand I purchase
The strength of the insecticide treated nets influences the
brand I purchase
The popularity of insecticide treated nets influences my
mosquito net purchase decision
The insecticide treated nets manufacturer’s reputation on
the market influences my decision on the nets

6. To what extent does the product brand influence your choice of purchasing?

To a very large extent [ ]

To a large extent [ ]
Moderate extent [ ]
Small extent [ ]
Not extent [ ]

SECTION C: INFLUENCE OF PRICE ON CONSUMER BEHAVIOUR

7. Listed below are statements which are expected to influence of price on the consumer
behavior of insecticide treated nets product. Kindly rate the extent to which you agree
with the statements on a scale of 1-5, where 5= to very large extent, 4= large extent,
3=moderate extent, 2=small extent, 1=no extent.

1 2 3 4 5
I review the prices of insecticide treated nets before
deciding on which brand to purchase
I associate higher prices with high quality of insecticide
treated nets
I use the prices to determine which insecticide treated
nets to purchase
Price differentiations are key determinants of my
insecticide treated nets purchase decision
The price of a product is a reflection of its ease of use, ,
54
and status
The price of a product is a reflection of its usefulness,
The price of a product is a reflection of its performance
The price of a product is a reflection of its durability,
The price of a product is a reflection of its status
There is need for pricing controls and policies on
insecticides treated bed nets
I prefer to have a price rather than technical aspects in
durable goods

8. To what extent does price affect your choice of product?

To a very large extent [ ]

To a large extent [ ]
Moderate extent [ ]
Small extent [ ]
Not extent [ ]

SECTION D: INFLUENCE OF DISTRIBUTION ON CONSUMER BEHAVIOUR

9. Listed below are statements that are expected to influence the shopping behavior in as
far as distribution is concerned. Kindly rate the extent to which you agree with the
statements on a scale of 1-5, where 5= to very large extent, 4= large extent,
3=moderate extent, 2=small extent, 1=no extent.

1 2 3 4 5
I purchase insecticide treated nets that are readily
available
I prefer purchase insecticide treated nets which are
widely distributed all over the country
I prefer purchasing insecticide treated nets that are well
displayed
I prefer purchasing insecticide treated nets that are well
established on the Kenyan market
I prefer purchasing insecticide treated nets that

55
10. To what extent does the accessibility of the product in the market influence your level
of choice of the product
To a very large extent [ ]
To a large extent [ ]
Moderate extent [ ]
Small extent [ ]
Not extent [ ]

SECTION E: INFLUENCE OF PROMOTIONS ON CONSUMER BEHAVIOUR

11. Listed below are statements that are expected to influence consumer behavior in as
far as promotion is concerned. Kindly rate the extent to which you agree with the
statements on a scale of 1-5, where 5= to very large extent, 4= large extent,
3=moderate extent, 2=small extent, 1=no extent.

1 2 3 4 5
The display of insecticide treated nets has a great
influence on my choice of the brand to purchase
I purchase insecticide treated nets that I have heard
advertised on Television/Radio/ Billboard
I purchase insecticide treated nets because of the
advertisement run in the media
The advertisement run in the media makes me purchase
a given brand of insecticide treated net.
I purchase brands that my friends have recommended
I purchase insecticide treated nets that are on sales
promotional offer

12. Please rank the following insecticide treated nets quality in the order in which they
influence your purchasing decision with 5= to very large extent, 4= large extent,
3=moderate extent, 2=small extent, 1=no extent.
Quality Rank
Price
Product
Distribution
Promotion

56
Appendix II: List of Major Supermarkets in Nairobi, Kenya
1. Buruburu mini-supermarket
2. Chandarana supermarket
3. Continental supermarket
4. Karen supermarket
5. Muthaiga Minimarket
6. Nakumatt Holdings Ltd
7. Tuskys supermarket
8. Ukwala supermarket
9. Uchumi supermarket
10. Naivas supermarket

Source: Nairobi Supermarket Directory (2012)

57