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Research Paper | Management | Kenya | Volume 7 Issue 5, May 2018

Influence of Capacity and Fit Specification Strategy on Customer Buying Behavior with a Case Study of Unilever Limited

Edinah Nyaboke | Dr. Dennis Juma ^[11] | Chris Jared Odondi ^[5]

Abstract: Specification shows product requirements as the groundwork of the first need in any business. This study was conducted to find out the influence of capacity and fit Strategies on the customer buying behavior with a case study of Unilever Kenya Limited. The Specific objectives of the study were to establish the influence of cost specification strategy on customer buying behavior at Unilever Limited, to establish the influence of quantity specification strategy on customer buying behavior at Unilever Limited and to establish the influence of quality specification strategy on customer buying behavior at Unilever Limited. The target population of this study were all 476 employees of Unilever Kenya Limited. And the sample size comprised of 48 respondents from the population. Primary data was gathered using semi- structured questionnaires issued to each of the respondents which was then self-administered. Secondary data was gathered from published articles reviewed theoretically and empirical information relevant to the study. Analysis of data, was done with the aid of Statistical Package for Social Science (SPSS version 21.0), the use of weighted means, standard deviation, relative frequencies and percentages were applied in analyzing the data that was then gathered using open ended questions. The findings was presented using Tables and charts as indicated in chapter four, the suggestion for further study was that further study should be conducted that cuts across all the line of product and should not be limited to the household products only the study should also be extended to service providers industries.

Keywords: Capacity and fit strategies Cost specification strategy, quality specification strategy, quantity specification strategy, Customer buying behavior, Unilever Kenya limited

Edition: Volume 7 Issue 5, May 2018,

Pages: 961 - 965

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