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Research Paper | Marketing | Kenya | Volume 12 Issue 11, November 2023 | Rating: 5.6 / 10
Evaluation of Personal Factors as Antecedents of Organic Foods Buyer Behavior in Kenya: A Post-Positivism Approach
Charles Kamau [4] | David Kiragu [11] | Dr. Rosemary Kagondu [2]
Abstract: It is documented that the demand for organic foods has been growing exponentially in many developed economies but the same seem to have stagnated in developing and emerging economies. Kenya is deemed to be an emerging economy. The purpose of this study was to analyze the personal factors as antecedents of organic foods buyer behavior in Kenya. The specific objective of this study was to analyze the influence of personal factors on organic foods buyer behavior in Kenya. The study adopted a post-positivism research philosophy and mixed research design. From the target population of 6,130 organic foods buyers from outlets selling certified organic foods in Kenya, a proportionate sample of 376 respondents was selected. A semi-designed questionnaire was used to collect primary data for the stimulus variable and response variables. Statistical Package for Social Sciences (SPSS) version 21.0 was employed in the data analysis. To test the consistency and validity of the research instrument, a pilot study was conducted in Nyeri and Nakuru Counties in Kenya, and a Cronbach?s alpha coefficient of 0.712 was attained which depicted a high reliability for the research instrument. Construct validity was confirmed by a resultant Kaiser-Meyer Olkin (KMO) coefficient of 0.754. The hypothesis was tested using bivariate linear regression model at 95% degrees of confidence. This study found that personal factors had a p-value <0.05 in the model and hence found to have a statistically significant influence on organic foods buyer behavior in Kenya. This study recommends due regard to personal factors and deliberate investment in messaging of personal factors in design of the marketing mix among the organic food dealers, as the same will stimulate more sales and hence profitability of these enterprises.
Keywords: buyer behavior, personal factors, organic foods, antecedents, bivariate
Edition: Volume 12 Issue 11, November 2023,
Pages: 1030 - 1036