Alan, J.B., A.M. Graig and D.B. Victoria, 2004. Sports celebrity influence on behavioral intentions of generation. Journal of Advertising Research, 4491(01): 108-118.
Amirtha, S.G., 2012. Consumption, spending and investment behavior of Malaysia Generation Y, Moster Dissertation/Thesis, UTAR.
Anders, M.P., 2013. Generation Y Vs baby boomers: Shopping behavior, buyer involvement and implications for retailers. Journal of Retailing and Consumer Services, 20(2): 189-199.
Blackwell, R.D., P.W. Miniard and J.F. Engel, 2009. Consumer behavior: Cengage learning products. 9th Edn., London: McGraw-Hill: Harcourt College Publishers.
Hoyer, W.D. and D.J. Maclnnis, 2011. Consumer behavior, a marketing tool. Patparganj, India: Cengage Learning.
Jobber, D., 2010. Principles and practice of marketing. 6th Edn., United Kingdom: McGraw-Hill Education, Shoppenhangers Road, Maidenhead Berkshire.
Kardes, F.R., C.L. Maria and W. Thomas, 2011. Consumer behavior. Mason, OH: South-Western, Cengage Learning.
Karimi, L., 2010. Milk Consumption on the rise: The opportunity towards the Bottom of the Pyramid: Tetra Pak Survey, Nairobi Kenya. Available from www.star.co.ke/milk-consumption-rise [Accessed 14th May 2015].
Kibera, F.N. and B.C. Waruingi, 2007. Fundamentals of marketing: An African perspective. Nairobi: Kenya Literature Bureau.
Kotler, P., K.L. Keller, A. Koshy and M. Jha, 2009. Marketing management: Asian, perspective. 13th Edn., London: Prentice-Hall.
Kuester, S., 2012. Strategic marketing and marketing in specific industry contexts: Marketing course 401 notes. Germany: University of Mannneim.
Saunders, M. and P.A. Thornhill, 2007. Research methods for business students. 4th Edn., England: Edinburg gate Harlow, Prentice Hall.
Schiffman, L.G. and L.L. Kanuk, 2000. Consumer behavior. New Jersey: Prentice Hall Inc.
Stephanie, N., S. Dianna, L. Haykto and J. Phillips, 2009. What drives generation Y consumers. Journal of Business Research, 62(6): 579-672.
Wambugu, H.W., 2015. Effects of situational factors and packaging characteristics on the outcome of shoppers behaviour in Kenyan supermarkets (An Extract from a PhD Thesis, Kenya Methodist University). European Journal of Business and Management, 7(5): 47-60.
Wambugu, H.W., R. Musyoka and V.K. Kaluyu, 2014. Effects of shoppers individual characteristics, price and product knowledge on shoppers purchase behaviour. European Journal of Business and Management, 6(24): 63-70.
Raymond Musyoka , Rahab Mugure Ngâ€™angâ€™a , Hannah Wanjiku Wambugu (2015). An Analysis of Purchase Behavior of Generation Y in Kenya. International Journal of Business, Economics and Management, 2(7): 169-183. DOI: 10.18488/journal.62/2015.2.7/188.8.131.52
Due to the unique buying behavior of Generation Y, it has become a target of research in developed and emerging markets. This is because, Generation Y comprises of a large demographic segment of consumers with high spending power. Despite this, the buying behavior of Generation Y is not well understood in Kenya. The buying behaviors of Generation Y in developed and emerging markets cannot be applied in developing countries like Kenya, given that factors considered important by Kenya’s Generation Y when making purchase decisions might be different from those in emerging and developed markets. The purpose of this study was to analyze the factors considered important when generation Y in Kenya is making a purchase decision. This knowledge is important because it could influence the marketing strategies of manufacturing firms in Kenyan market. A random sample 1000 generation Y individuals was used, and their feelings about importance of each factor was rated using a Likert scale. Interviews were conducted using a structured questionnaire, and data was analyzed using descriptive statistics. Results indicated that generation Y in Kenya considers quality, price and durability of the product, efficiency and performance of brand, discounts offered and the company when selecting products/brands. The results further indicated that Generation Y got information when making purchase decision from testing and using the product (experience), friends and internet. It was also evident that respondents will recommend the same brand/product to another person and they make a repeat purchase of the same brand when satisfied after using a product. When dissatisfied with a product/service purchased, most of Generation Y consumers will switch to another brand and grumble to friends and relatives. Generation Y in Kenya considers investing in a business, buying a mobile phone and buying a laptop when they have extra cash as very important.
This study is one of the few studies which have investigated generation Y purchase behavior. For the first time, factors important to Generation Y purchase behavior in Kenya have been brought out. A part from the mean, standard deviation was computed to show the difference of importance of factors.