INFLUENCE OF ADVERTISING ON CONSUMER PURCHASING DECISIONS IN SELECTED SUPERMARKETS WITHIN NAIROBI COUNTY, KENYA
Abstract
This research assessed the influence of advertisement on customer purchase decision in supermarkets within Nairobi City County, Kenya. The research was anchored on the Attention, Interest, Desire and Action, Satisfaction Theory. The research was conducted in Nairobi City County utilizing a descriptive research approach. The targeted audience for the research was all the customers for all the 165 supermarkets presently operational in the County from which 50 supermarkets were selected. The research sample size was 400 respondents. A structured questionnaire was utilized to gather primary data. The research executed a pilot test of the questionnaire with 26 participants selected from two supermarkets, who were excluded from participating in the final research. Data was analyzed by utilizing descriptive statistics and inferential statistics which were regression analysis and correlation analysis. The results were displayed in charts, tables, and graphs. The research found out that advertising as a marketing promotional campaign attracts customers’ attention and increases brand awareness which boosts product sales and revenue. Therefore, advertising has a beneficial and substantial impact on customer purchasing decisions in selected supermarkets in Nairobi County. On the basis of the mentioned results, the study recommended that it is important to cut unnecessary costs like those of employing assistants to shoppers since they have no influence on the customer purchase decision.
Key Words: Radio Advertising, Television Advertising, Purchasing Decisions, Consumer, Marketing
CITATION: Rasugu, W. M., & Wanjira, J. (2025). Influence of advertising on consumer purchasing decisions in selected supermarkets within Nairobi County, Kenya. The Strategic Journal of Business & Change Management, 12 (2), 621 – 636. http://dx.doi.org/10.61426/sjbcm.v12i2.3232
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DOI: http://dx.doi.org/10.61426/sjbcm.v12i2.3232
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