IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-45221-5226.html
   My bibliography  Save this article

Influence of Product Presentation on Consumer Purchase Decisions of Households in Nairobi City County, Kenya

Author

Listed:
  • Linsey Wanjiku Waweru

    (Department of Business and Management Studies, The Technical University of Kenya)

  • Stephen Ntuara Kiriinya

    (Department of Business and Management Studies, The Technical University of Kenya)

  • Hellen Kabue

    (Department of Business and Management Studies, The Technical University of Kenya)

  • Elyjoy Micheni

    (Tom Mboya University)

Abstract

The aim of the study was to establish the influence of product presentation on consumer purchase decisions of households in Nairobi City County, Kenya. Product presentation was measured using four constructs, namely, awareness, demonstration, product presentation and user reviews and comments. The study adopted cluster using simple random sampling. Purposeful sampling was utilised to select the household member who shopped online the most. Primary data was collected from 400 respondents. The study employed structured questionnaires with both open-ended and close-ended questions. The Statistical Package for Social Sciences (SPSS) Version 27 was used for data analysis. The study findings showed that, customers presented diverse views of their online purchases, making it necessary for online sellers to identify who their actual and potential customers are.

Suggested Citation

  • Linsey Wanjiku Waweru & Stephen Ntuara Kiriinya & Hellen Kabue & Elyjoy Micheni, 2025. "Influence of Product Presentation on Consumer Purchase Decisions of Households in Nairobi City County, Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 5221-5226, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:5221-5226
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-4/5221-5226.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/influence-of-product-presentation-on-consumer-purchase-decisions-of-households-in-nairobi-city-county-kenya/
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-4:5221-5226. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.