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1、文献信息文献标题：INFLUENCE OF PSYCHOLOGICAL FACTORS ON CONSUMER BUYINGBEHAVIOR IN CHAIN SUPERMARKETS IN KENYA（心理因素对肯尼亚连锁超市消费者购买行为的影响）文献作者：Kiboro G W, Omwenga J, Iravo M.文献出处：EuropeanJournalofBusinessandStrategicManagement,2017, 2(8): 76-91.字数统计：英文 2851 单词，16336 字符；中文 4936 汉字外文文献INFLUENCE OF PSYCHOLOGICAL FA
2、CTORS ON CONSUMER BUYING BEHAVIOR IN CHAINSUPERMARKETS IN KENYAAbstractPurpose: The objective of the study was to establish the effect of psychological factors on consumer buying behavior in chain supermarkets in Kenya.Methodology: The target population consisted of 33 chain supermarkets in Kenya. T
3、he target population comprised of 634 employees from these supermarkets. Descriptive research design was used for this study. In addition regression and correlation analysis was used to link the relationships between the dependent and the independent variables.Results: The study found out that there
4、 was a positive and significantrelationship between psychological factors and consumer buying behavior.Recommendation: It was found out that psychological factors have a positive and significant effect on Consumer Buying Behavior. Therefore, the study recommends for chain supermarkets to take care o
5、f consumers perceptions (self- confidence, autonomy, defensiveness, adaptability), consumers past experience with the products and the supermarket (learning) value for their money. Additionally they should also take care of consumer needs and wants so as to improve on their revenue performance.Keywo
6、rds: psychological factors, consumer buying behavior and chain supermarkets1.INTRODUCTIONConsumers choose, organize and infer information from advertisements, conversation and media. This way, these consumers create a meaningful image of the world such as a supermarket, products and services (Armstr
7、ong & Kotler, 2009). As a result, individuals emerge with different perceptions of the same object (Harper & Makatoumi, 2002). This is due to selective attention (screening out unwanted stimuli), selective distortion (interpreting information to suit personal perception) and selective retention, whi
8、ch is holding information that supports personal beliefs (Wood, 2008). According to Okach (2002) it is important for marketers such as supermarkets to use pleasant drama and repetition. This creates pleasant memories with their target audience. Kotler and Keller (2016) add that using figurative lang
9、uage positively influences consumer perception. Such advertising creates the desired top of mind awareness of the supermarkets, products and services they offer. This is important in influencing the buyer decision-making process (McGuire, 2000).When individuals learn, they change their behavior owin
10、g to interplay of drivers, stimuli, cues responses and reinforcement (Kotler & Keller, 2013). A consumer with adesire to acquire a digital camera whose experience is rewarding will tend to choose the same brand of products and from the same seller in the future. Consumers prefer buying products and
11、services from supermarkets that make them feel emotionally proud, excited or confident (Armstrong & Kotler, 2009). Procter & Gamble launched emotionally tailored advertising in 2009 for Woolite fabric. The company successfully appealed to consumers by riding on how their tide detergent would protect
12、 clothes (Kotler & Keller, 2016). An individuals lasting favorable or unfavorable evaluations, emotions and action tendencies towards an object or idea comprises their attitude (Wood, 2008). These attitudes, which are also hard to change, can be towards religion, politics, music, food and clothes. T
13、his then determines their consumer buying behavior (Okach, 2002).According to Kiesel and Villas-Boas (2007), attitude is responsible for likes and dislikes. Businesses have a major role to play in order to create positive attitude toward their products and services. The supermarkets need to understa
14、nd what happens in the consumers consciousness between exposure to external marketing stimuli and final purchase that influences their attitudes. This will guide the retailers in designing an effective marketing strategy (Kotler & Keller, 2013). For example, consumers from Kibera, Nairobi-Kenya, are
15、 prepared to use energy saving cooking stoves after learning of their cost saving benefits (Lambe & Senyagwa, 2013). The supermarkets in the neighbourhood can thus sell such stoves to optimize business sales.Lai, Griffin and Babin (2009) in their survey on Chinese consumers reveal that product and s
16、ervice quality directly influences both perceived value and corporate image that elicit both customer satisfaction and loyalty. Studies by Chen and Barnes (2007) show that consumers trust in a supermarket significantly influences their purchase decisions. Borrowing from Martenson (2007), the retail image that motivates a consumer to shop in a particular store relates to whether a store is pleasant, neat an
