A Comparison of Consumerism Activity amongst Urban Household Consumers in Nakuru County, Kenya

Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). It has spread to developing countries in Africa including Kenya. However, despite the efforts to revamp consumerism in Kenya, majority of consumers have been observed to be relatively passive in their participation in the movement. The objective of the study was to compare the level of consumerism activity across gender, age, education attainment and income level of urban household consumers in Nakuru County, Kenya. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households for interview. A pre-designed self-administered questionnaire was used for data collection. Analysis of data was done through Descriptive statistics and ANOVA methods with the aid of Statistical Package for Social sciences (SPSS) version 19. Hypotheses tests were done using p-values approach at 95% confidence level. The study found that the level of consumerism was low among majority of urban household consumers in Nakuru County, Kenya. It established that the level of consumerism significantly differed across income level at 95% confidence level but there were no significant differences were found across age, education attainment and gender of household consumers. The study recommended for strengthening of Kenyan Consumer movement through country-wide consumer recruitment, establishment of consumer forums at County level, financial support for local consumer forums, consumer education and campaigns against consumer exploitation by the civil society. Keywords: Consumer protection, Consumer movement, Consumerism

Modelling the Factors Affecting Consumerism among Urban Household Consumers in Nakuru County, Kenya

Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). The rise of consumerism in Kenya has been marked by registration Consumers Federation of Kenya (COFEK) and enactment of consumer laws including the Competition Act 2010 and Consumer Protection Act 2012. However, despite these institutional developments, consumerism has not yet picked up momentum to the desired levels in the country among Kenyan consumers. Most consumers in Kenya, majority of who are vulnerable, still remain disorganized and uninformed and often unsuspectingly fall prey to fraudulent practices in the market. Kenyan consumers have been exposed to poor quality of goods and services in the marketplace ranging from food to medicines to services (Asher & Rijit, 2012). Again, the consumers’ response to calls for nationwide protests organized by COFEK in 2011 (dubbed “Unga” revolution), 2010 and 2008 over rising cost of living in Kenya were too low to achieve much in the marketplace. The purpose of the study was to develop a model of factors affecting consumerism among urban household consumers in Nakuru County, Kenya. The study was premised on Smelser’s (1963) theory of collective behaviour which stipulates that structural conduciveness, strains, generalized beliefs, precipitation, mobilization into action and social control influence consumerism in a society. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households for the study. A pre-designed self-administered questionnaire was used for data collection. The model was constructed using linear regression analysis with the aid of SPSS (version 19.0) and Stata (version 13.0) software. The model was tested for linearity, collinearity, normality and homoskedasticity assumptions in OLS (Ordinary least squares). The study found out that 17.6 % of the variation in consumerism was significantly explained by consumer rights awareness, attitudes towards marketing practices and consumer discontent. The results of OLS assumption tests confirmed normal distribution in the data; evidence of linearity, absence of multicollinearity and presence of heteroskedasticity in the model. Keywords: Consumer rights awareness, attitude towards marketing practices, consumer discontent, Consumeris

Consumer Rights Awareness and its Effect on Consumerism in Kenya: A Survey of Household Consumers in Nakuru County

Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). It has spread to developing countries including Kenya but majority of Kenyan consumers have been observed to be relatively passive in utilizing their rights and the established consumer protection mechanisms. Consumer exploitation has therefore continued unabated in the market place. The study aimed at investigating the level of consumer rights awareness and the effect of consumer rights awareness on consumerism in Kenya through a survey of household consumers in Nakuru County. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households. A pre-designed self-administered questionnaire was used for data collection. Analysis of data was done using descriptive and inferential statistics using Statistical Package for Social sciences (SPSS) version 19. Hypothesis test was done using p-values generated from linear regression analysis. Descriptive statistics indicated a high level of awareness of consumer rights among respondents. Correlation results indicated a positive but weak relationship between consumer rights awareness and consumerism. Regression results indicated a positive relationship between consumer rights awareness and consumerism. Hypothesis test indicated that consumer rights awareness had a significant effect on consumerism. The study concluded that most household consumers were aware of their consumer rights but majority of them were not effectively utilizing the established consumer protection mechanisms. The study recommended for a policy on consumer education and activation in Kenya. It also recommended that manufacturers should establish a division for consumer affairs to listen to consumer complaints addresses their issues. Keywords: Consumer rights awareness, Consumer protection, Consumeris

Effect of Consumer Discontent on Consumerism in Kenya: A Survey of Household Consumers in Nakuru County

Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). It is fast spreading to developing countries in Africa including Kenya. However, the majority of Kenyan consumers have been observed to be relatively passive in their involvement and participation in the movement. For example, the calls for collective action by the Consumers Federation of Kenya (COFEK) over rising costs of living in 2008 and 2010 attracted very few participants to achieve much in the marketplace. Hence the balance of power remains on the side of sellers who continue to exploit Kenyan consumers in the marketplace. The study is premised on the theory of collective behaviour by Smelser (1963) which proposes that structural strains are crucial for the rise and progression of a social movement. Strains include political discontent, economic discontent, social discontent and discontent towards business practices. The purpose of the study was to examine the effect of consumer discontent on consumerism in Kenya through a survey of household consumers in Nakuru County. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households for interview. A pre-designed self-administered questionnaire was used for data collection. Analysis of data was done using descriptive and inferential statistics using Statistical Package for Social sciences (SPSS) version 19.0 Hypothesis test was done using p-values approach at 95 % confidence level. Pearson correlation results indicated a positive association between consumer discontent and consumerism. Regression analysis results indicated a positive relationship between consumer discontent and consumerism. Hypothesis test confirmed that consumer discontent had a significant effect on consumerism at 95% level of confidence. The study concluded that majority of household consumers were highly discontented with business conditions and practices in Kenya. The study recommends that manufacturers, producers and sellers should establish a consumer affairs division that respondents effectively to consumer enquiries and complaints. Keywords: Consumer discontent, Consumeris

Attitude towards Marketing Practices and its Effect on Consumerism in Kenya: A Survey of Household Consumers in Nakuru County

Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). It has spread to developing countries including Kenya but majority of Kenyan consumers have been observed to be relatively passive in their participation in the consumer movement. This observation may be linked to their attitudes towards marketing practices. The theory of collective behaviour by Smelser, (1963) postulated that formation of generalized beliefs among consumers is crucial for the success of a consumer movement. The study examined consumer attitudes towards marketing practices and its effect on consumerism in Kenya through a survey of household consumers in Nakuru County. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households for interview. A pre-designed self-administered questionnaire was used for data collection. Analysis of data was done using descriptive and inferential statistics using Statistical Package for Social sciences (SPSS) version 19. Hypothesis test was done using p-values generated from linear regression analysis. Descriptive statistics indicated that the respondents had favourable attitudes towards marketing practice. Pearson correlation analysis indicated that there was a positive correlation between attitudes towards marketing practices and consumerism. Regression results indicated a positive relationship between attitudes towards marketing practices and consumerism. Hypothesis test confirmed that attitudes towards marketing practices had no significant effect on consumerism. The study concluded that most household consumers had favourable attitudes towards marketing practices. The study recommended for a policy on consumer education and activation in Kenya in order to influence consumer attitudes and enhance consumer activation. Keywords: Attitude towards marketing practices, Consumeris

Customer Loyalty Initiative and Its Influence on Customer Satisfaction among Large Retail Supermarkets in Kenya

With the entry of other international retailers, Kenyan large retail supermarkets face fierce business competition in the marketplace that has been never witnessed in recent times. Therefore, to maintain a competitive edge, stay in business and retain their customers, they need to adapt a customer-oriented philosophy that creates maximum customer value. It is worth noting that customer value formulate certain attitudes, which ultimately informs purchase decision. Customer satisfaction can only be realized if customers’ expectations are met and exceeded thus exhibiting high frequency customer patronage in preferred supermarkets. Thus large retail supermarkets through their customer loyalty initiative, have established amicable customer relationships, communicated easily using available technology, amicably solved customer issues, and rewarded repeat purchase through this kind of program. The purpose of the study was to examine the influence of customer loyalty initiative on customer satisfaction among large retail supermarkets in Kenya. Carried out in all large retail supermarkets in Kenya, a sample of 336 customers and 31 branch managers spread across the 8 regions were engaged using self-administered questionnaires for customers while interview schedules was undertaken for the supermarket branch managers. Qualitative and quantitative data were analyzed using Statistical Package for the Social Sciences (SPSS) for descriptive statistics; inferential statistics (Pearson moment correlation) and regression analysis was also done to establish the extent of relationship between the variables. It was established that customer loyalty initiative had a significant influence on customer satisfaction among large retail supermarkets in Kenya. The study thus recommends that the supermarkets management should scale up their promotional campaigns to ensure that all their customers be part of the program. This kind of initiative should  also include other features such as; access to all  banking services; prompt payment of goods, as well as access to credit facilities whenever they are in need among other services. Keywords: Customer Loyalty Initiative; Customer Satisfaction; Large Retail Supermarket

Assessment of the Contribution of School Curriculum towards Youth Self-Employment in Kenya: Case of Youth Groups in Naivasha Sub-County

In Kenya, the economic growth rate has not been sufficient to create enough employment opportunities to absorb the ever increasing labour force of about five hundred thousand (500,000) people annually. About seventy five percent (75%) of youth are unemployed. According to Infotrak Harris February 2013 survey, the most pressing issue facing Kenyan adults today is youth unemployment. The Human Capital theory asserts that more education brings more earnings or better employment. Yet youth unemployment has been growing despite the government spending more than three hundred billion shillings annually   on education. This study intended to assess the contribution of school curriculum on youth self employment in Naivasha Sub-County. The objective of this study was to examine the influence of school curriculum on self employment initiatives among the youth in Naivasha Sub-County. The research design was a descriptive study involving survey method. The study used primary data and secondary. The study population consisted of all the one hundred licensed youth groups with businesses in Naivasha Sub-County, Nakuru County. Stratified sampling technique was used to determine the sample size. Simple random sampling was used to select the sample from the stratified data.  Based on the population size, a sample size of eighty groups was selected by using the Sample size table. Data was collected using questionnaires. A pilot study was done to ensure reliability and validity of data collection instruments. The data was analysed using SPSS computer programme version 12 and regression. The results were presented in graphs, charts, tables and figures. Data collected may be significant in that it may help policy makers improve on existing youth self- employment strategies. The results are that school curriculum has contributed to youth self- employment initiatives. Keywords: Education, employment, Curriculu

Effect of Motivation on Performance of Employees in Privately Owned Firms: A Case Study of Mt. Longonot Medical Services Ltd, Kenya

Organizations in the modern world consistently strive to succeed in a highly competitive global market environment. However many organizations have not been able to develop strategies which offer competitive advantage and therefore find it difficult to cope with the emerging competitive threats. Managers should put in place good policies to avert the strong competitive forces. Poor management of human resource facilitated by lack of motivational policies are some of the problems most organizations face. Employers today would like to have their workers motivated and ready to work but do not understand what truly motivates a person.  This study explored the effect of motivation on performance of employees in privately owned firms, a case study of Mt. Longonot Medical Services Ltd. The objectives for this study were: to determine the effect of financial motivation on employee’s performance, and to evaluate the impact of non-financial motivators (e.g. job security, recognition and appreciation, promotion and growth, communication and decision making involvement, good working conditions, tools and equipment) on employee’s performance. This study was looking for answers to such questions as to whether financial motivation has an impact on the employees’ performance and whether non-financial motivators affect the employee output. This research was premised on the motivational theories and emphasized on the Maslow’s Hierarchy of needs theory. The research design was a survey and the target population constitutes sixty individuals. Questionnaires were used as the data collection method. Stratified sampling procedure was applied as well. Randomly selected samples of sixty respondents participated from an entire population of two hundred employees. The research was validated using triangulation and member checking approaches. Regression was used; SPSS model of data analysis was employed as a statistical techniques. This research highlighted the expected effects of employee motivation and established whether motivation boosts employee performance. The research is important in that it adds knowledge to the area of strategic human resource management which is of great value to managers, organizations and the government. The study is significant because it would help organizations identify and apply motivational policies to ensure high productivity for achievement of the organizational goals. The researcher suggests a more competitive remuneration, job security and promotion, equitable and fair staff development, provision of adequate tools and equipment, decision making involvement, enhancing effective communication and providing good working condition

Influence of Customer Service and Firm- Level Characteristics on Customer Satisfaction Among Large Retail Supermarkets in Kenya: Theoretical Framework

Different companies adopt different mechanisms to measure customer satisfaction and gain competitive edge. Principal component analysis identified five constructs which were found to influence respondents' decision to purchase: value, physical appearance, usage, prior experience and promotion. To achieve customer satisfaction therefore, most large firms are grappling to balance both the tangible and intangible consumer previous experience in order to maintain a destination of choice for its target audience. Customer service and firm level characteristics remain crucial elements of the retail mix that are of great significance to supermarket operations. Empirical review widely links the two aspects with customer satisfaction and that they are important for organization performance, growth, and sustainability amidst competition. However, previous studies have analyzed each aspect separately or looked at the variables independently which is a fact to be established in this study. The purpose of this study was to examine the influence of customer service and firm level characteristics on customer satisfaction among large retail supermarkets in Kenya. The study tested a conceptual framework of six variables which links customer service and firm level characteristics to customer satisfaction; customer loyalty card initiative; supermarket ambience; operation schedule; supermarket pricing differentiation; supermarket image; and supermarket location. Key words: Customer Service and Firm- Level Characteristics, Customer Satisfactio

The Effect of Employee Welfare on Employee Commitment at Judicial Service of Kenya

Employee’s commitment is a major problem facing many organizations worldwide. Many organizations are therefore employing various human resource management practices as measure to improve the level of employee commitment. In Kenya the level of employee commitment in constitutional offices have been on declining trend. At Judicial Service Commission, discontent has been expressed in the area of remuneration characterized by discrimination in rewards; inadequate pay vis-à-vis the work load. The objective of this study was thus to evaluate the effect of employee welfare on employee commitment at Judicial Service Commission. A descriptive research design was adopted for this study. The population of interest was the 412 employees of Judicial Service Commission across various functions and divisions. Using a stratified random sampling technique, a sample size of 213 respondents was picked. A questionnaire was used to collect data for the study while descriptive statistics and inferential statistics were used to analyze collected data. The study findings indicated that 98% of the variation on employee commitment at judicial service commission in Kenya is determined by employee welfare. The study concluded that employee welfare in an organization is an important factor in the determination of employee commitment. The study recommended that Judicial Service Commission should design and implement an effective welfare policy for their employee. Key Words: Employee Welfare, Employee Commitment, Judicial Service Commission DOI: 10.7176/EJBM/12-30-10 Publication date:October 31st 202