Influence of family decision on place o Purchase: The case of households based in Nairobi.

Abstract

The Study Research is divided into five sections. Section one gives us an overview of rhe family in tenns of its definition and significance in influencing buyer behaviour. The section also briefly outlines the problem statement that clearly develops into two objectives. The first objective is to find out who in the family influences decision on place of purchase. Secondly, the research sought to establish factors that determine the family decision on place of purchase.

In the final section, this chapter outlines the importance of the study to marketers, managers of business outlets and the academic fraternity.

Chapter Two takes a long and deep examination of issues to do with the family lecision making process, family roles, the role of children and their significance to place of purchase decision. In addition this section also takes a brieflook at the various purchase places with a bias to shopping centres, supermarkets and convenience stores.

Chapter Three outlines the research methodology, the research setting based on Woodley Kibera estates in Nairobi. The survey research design was used in data collection. The population consisted of Nairobi residents randomly selected to cover t'ie entire income group. Finally the population of study covered a hundred family households. The fourth Chapter gives a brief summary, conclusion recommendations of the research study. It gives data analysis that show persons responsible in purchase

decisions in households, the influence of husbands, wives and children on paces of purchase, it also looks at child gender and age influencing purchase decisions. All of these are in line with the objectives of the study, in terms of who in the family influences the place of purchase. It also established factors and other key reasons that influence the place of purchase decision and looks at bio data of the respondents.

Finally, Chapter Five gives a deduction of the research findings and draws appropriate conclusions in line with the objectives of the study. The findings showed that the nerson most influential on making decisions on purchase places in a household is normally the wife. Children in general were the least decision makers on places of purchase. The conclusions showed that the influence of wives was most important as far as making decisions on places of purchase. This could be due to the fact that wives are more predominant in most households, and that they have more influence on domestic purchases. The study also established that other important factors determining decisions on place of purchase are quality of products, customer service and variety of choices. This chapter also lists the limitations of the study chief among which include time and unwillingness of some respondents to disclose all required information. The recommendations put forth include a further study being done on reference groups and their influence on family purchase decisions.