Influence of category management on consumer purchase behavior: a case of customers of large and medium supermarkets in Nairobi

Abstract

This study sought to find out the effect of category management on consumer purchase behaviour and selection of supermarket. The main aim of category management is to focus on areas that deliver maximum customer value and satisfaction while at the same time ensuring profitability to both the retailer and supplier. Retailers and suppliers should be partners to ensure that the strategy of category management is successful.

This was an exploratory study conducted in selected supermarkets in Nairobi and targeted customers who shop in them. Fifty-one outlets were selected and one hundred and fifty shoppers were interviewed with the help of a questionnaire that was '\ administered on the spot.

The research findings revealed that in-stole attributes, for instance, product

availability, product freshness, display and store cleanliness had a very big impact on the shoppers' purchase behaviour. Out of the store attributes like shopping alone or with friends and family played a minimal role as far as the choice of where to shop was concerned.

The study therefore gives an insight to outlet owners and suppliers the need to collaborate to make the customers' shopping experiences more pleasant by focusing more on in-store attributes that will indeed make the customer wish to stay longer in the outlet. This may lead to more impulsive purchases, satisfied and happy customers in the long run, hence increased profitability.