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

Author

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  • 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
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    References listed on IDEAS

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    1. Juho Hamari & Mimmi Sjöklint & Antti Ukkonen, 2016. "The sharing economy: Why people participate in collaborative consumption," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(9), pages 2047-2059, September.
    2. Kazuhiko Tajimi, 2021. "The Impact of Fintech on Existing Financial Institutions," Springer Books, in: Sahoko Kaji & Teruo Nakatsuma & Masahiro Fukuhara (ed.), The Economics of Fintech, chapter 0, pages 67-80, Springer.
    3. Xiaolin Lin & Mauricio Featherman & Stoney L. Brooks & Nick Hajli, 2019. "Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective," Information Systems Frontiers, Springer, vol. 21(5), pages 1187-1201, October.
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