Factors influencing the purchase of hand washing detergents: a case of vegetable processing factories in Kenya.

Abstract

This research is founded on the theory of consumer behavior and motivation and the driving force within individuals that impels them to action based on their felt needs. To influence consumer behavior, motivational factors have to be well understood through research and correctly adopted using the principles of marketing and marketing mix elements (product, price, place and promotion). It is against this background that this study set out to determine the factors that influence the choice of hand washing detergents in the vegetable processing factories in Kenya. The study also sought to determine the extent each factor influenced the purchase decision as well as the relationship between the factors. Several studies on consumer behavior on other products have been undertaken but there is no available research that has been carried out regarding the factors that influence the choice of hand washing detergents. The methodology adopted descriptive research design where both descriptive and inferential statistics were used. The sampling frame compromised vegetable processing factories in Kenya. Simple random and purposive sampling methods were used to select the respondents and primary data was collected using a structured questionnaire. The data collected was analyzed using statistical package for social sciences (SPSS) program. According to the findings, the key factors that influence the choice of the hand washing detergents are efficacy, smell, information about the detergent, safety of the user, and the well being of the user. The researcher recommends further research to be carried out in other food processing factories to validate the findings of this research. The researcher also recommends that a research should also be carried out in the consumer market segment to determine the influence of the identified factors in hand washing detergents purchase decision. The Government and industry players need to come with policy frameworks in line with the factors identified as key in influencing the purchase choice of hand washing detergents.