Purchase decision of motor vehicles by academic Staff of the school of business at the university of Nairobi

Abstract

The motor vehicle industry in Kenya has undergone tremendous changes in the past 10 years as a result of liberalization in the eariy1990's. It is currently faced with cutthroat competition and industry players ought to understand the purchase behaviour of their consumers to be able to. survive. This study sought to determine factors that influence University of Nairobi, School of Business academic staff in their purchase of motor vehicles and the decision process that they go through when purchasing motor vehicles. A descriptive survey was conducted on 35 members sampled from 78 members of staff from the School of Business through both random and non-random sampling. Data was collected using semi structured questionnaires by use of drop and pick later method. 28 out of the 35 members of staff responded accounting for 70 % response rate. The data collected was analysed by the use of descriptive statistics and presented using tables. The most influencing factors in the purchase of motor vehicles were fuel consumption, price of the model, comfort of the model, efficiency of the model, availability of spare parts and perception about the model. The least influencing factors were children, siblings, parents, discounts offered, influence by the salesperson, flexibility of payment and ability to obtain loans. Need for mobility was the most triggering factor for need recognition. The most used source of information was experience with a similar model whereas maintenance cost was the most important attribute while evaluating purchase ' alternatives. During the making of the actual purchase decision, attitude of family and friends about the model of the vehicle was the most influancing factor. The study was inhibited by slow response rate and difficulties in locating the respondents as some of them did not have a permanent address. An opportunity for further research exists on factors that influence the purchase decision of motor vehicles by other consumer groups other than the one discussed in this study. A study could also be done on factors that influence purchase of other categories of vehicles since this study was focused only on personal vehicles