The Influence of Marketing Mix Variables on Consumer Buying Behavior of Insecticides Treated Bed Nets in Nairobi County

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.