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An Analysis of Purchase Behavior of Generation Y in Kenya

Raymond Musyoka


Rahab Mugure Ng’ang’a


Hannah Wanjiku Wambugu

Raymond Musyoka 1
Rahab Mugure Ng’ang’a 2
Hannah Wanjiku Wambugu 3

  1. School of Business Administration, University of Nairobi, Kenya 1

  2. East Africa Portland Cement Co Nairobi, Kenya 2

  3. School of Business Studies, Presbyterian University of Eastern Africa, Kenya 3

Pages: 169-183

DOI: 10.18488/journal.62/2015.2.7/

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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.
Contribution/ Originality
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.




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( 292 ) Uncertainties in Global Economic Policy and Nigerias Export Earnings
( 293 ) Service Quality and Outpatients Satisfaction in Public Hospitals in Malaysia
( 294 ) Health Care Outcomes, Malnutrition and Food Security in Southern Africa Development Community: A Quantile Regression Approach
( 295 ) External Debt and Economic Growth: Two-Step System GMM Evidence for Sub-Saharan Africa Countries
( 296 ) Decision-Making on Working Capital Management, Based on Industry Differences
( 297 ) Investigate Airport Service Quality- A Case Study of Airports in Shanghai
( 298 ) An Entrepreneurship Research in Singapore: Basic Psychological Needs and Motivation
( 299 ) The Impact of Organisational Culture on Public Sector Performance: A Case Study of Local Authorities in Zimbabwe
( 300 ) Sectoral Credit Allocation of Deposit Money Banks and Poverty Reduction in Nigeria
( 301 ) The Roles of Labour Union in Nigeria Industrial Harmony and Development
( 302 ) Foreign Direct Investment in Zimbabwe: The Role of Uncertainty, Exports, Cost of Capital, Corruption and Market Size
( 303 ) Profitability of Commercial Bank on Interest Rate Deregulation
( 304 ) Gamification on Sales Force Performance in Nigeria Bottling Company
( 305 ) An Empirical Assessment of the Impact of Access to Credit on Farm Output: A Case Study of Sefwi-Wiawso Municipality Ghana
( 306 ) Factors that Influence Profitability of General Insurance Issuers in Indonesia
( 307 ) Impact of Exchange Rate Fluctuation on Selected Economic Sectors of the Nigerian Economy
( 309 ) Determinants of Banks Profitability & Liquidity and the Role of BASEL III in Islamic & Conventional Banking Sector of Pakistan: A Case Study of NBP
( 310 ) Impact of Asymmetric Government Spending on Real Balances Demand
( 311 ) Factors Influencing Human Capital in Ready Made Garments Industry in Bangladesh
( 312 ) Investigating the Impact of Business Alignment on Job Gratification in an Organization: The Case of a University in Egypt
( 313 ) External Debt and Nigeria's Sovereignty
( 314 ) The Colonialists & Indigenous Exchange Currency: Tracing the Genesis of Socioeconomic Woes in Postcolonial Nigeria
( 315 ) Migration as a Livelihood Strategy: The Case of Internal Migration in Ghana
( 317 ) An Empirical Evaluation of Cashless Systems Implementation in Ghana
( 318 ) Correlation between Financial Difficulties and Financing Strategies among Market Stallholders in Batangas City
( 319 ) Africa's Human Capital Development: Is Public Finance Management an Effective Strategy?
( 322 ) Regime Changes in the Volatility of Stock Markets
( 324 ) The Impact of Military Spending on Economic Wellbeing in Nigeria
( 326 ) Determinants of Corporate Tax Avoidance Strategies among Multinational Corporations in Malaysia
( 327 ) Study on the Effect of Foreign Investment on Anhuis Industrial Structure Optimization
( 329 ) Activity Cost Management and its Effect on Enterprise Productivity
( 330 ) Exploring the Asymmetric Linkage between Commodity Prices and Fiscal Performance in Nigeria
( 331 ) Assessing the Perceived Value of Customers for being Satisfied towards the Sustainability of Hypermarket in Malaysia
( 332 ) Effects of Socio-Cultural Diversity on the Performance of Private Health Care Organizations in Kogi State
( 333 ) Organizational Memory and Employee Performance in Federal Parastatals in Enugu State of Nigeria
( 335 ) The Effect of Corporate Social Responsibility Disclosure on Corporate Financial Performance
( 336 ) Family Leadership and Small to Medium Sized Enterprises Research and Development Investments
( 338 ) Rethinking Port Role as Transport Corridor under Symbiosis Theory-Case Study of China-Europe Trade Transportation
( 339 ) Can Small-Cap Active Funds Substantially Outperform the Market Over Time?
( 340 ) Analyzing the Financial Soundness of Kuwaiti Banks Using CAMELS Framework
( 341 ) Growing and Building: Collaboration of Urban Poverty Reduction Strategy
( 342 ) Issues of Unemployment in Nigeria: Effect of Real Exchange Rate and Inflation Interaction
( 343 ) Fiscal Reaction Functions and Public Debt Sustainability in Nigeria: An Error Correction Mechanism Approach
( 345 ) Exchange Rate Volatility, Foreign Exchange Market Intervention and Asymmetric Preferences
( 346 ) Consumers’ Behavioural Intention to Adopt Mobile Banking in Rural Sub-Saharan Africa Using an Extension of Technology Acceptance Model: Lessons from Zimbabwe
( 347 ) Value for Money (VFM) Audit and Public Sector Performance in Afikpo North Local Government Area of Ebonyi State, Nigeria
( 349 ) Seasonal Assessment of Relative Humidity, Ambient Air Temperature and CO2 Concentration Level in School Buildings of Kigali-Rwanda
( 352 ) What are the Contextual Influences of Bank Criminality in Osun East Senatorial District?
( 353 ) The Effectiveness of the Production of Healthy Rice in Comparison with other Rice Varieties in the Upper Northern Region of Thailand
( 355 ) Perceived Poverty and Alleviation Efforts of Kogi State Community and Social Development Agencies in Kogi State: An Empirical Investigation
( 356 ) Analysing the Financial Strength of Nigeria: An Approach to Estimate the Index of Financial Safety
( 357 ) The Role of Social Security Program for Enhancing Seniors Longevity
( 358 ) Externality Effects of Sachet and Plastic Bottled Water Consumption on the Environment: Evidence from Benin City and Okada in Nigeria
( 359 ) Re-Engineering Nigerian Economy through Human Capital Development: A Case of Manufacturing Firms In Southern Part of Nigeria
( 361 ) An Empirical Investigation of Real Exchange Rate Responses to Foreign Currency Inflows: Revisiting the Dutch Disease Phenomenon in South Asia
( 362 ) Financial Inclusion and Poverty Alleviation: The Contribution of Commercial Banks in West Africa
( 363 ) Management of The CFA Franc: What are the Fundamentals of the Real Exchange Rate in West African Economic and Monetary Union (WAEMU)?
( 364 ) Evaluating the Model of Demand for Money in Nigeria
( 365 ) Intellectual Property Rights, Human Capital and Innovation in Emerging and Developing Countries
( 366 ) Entrepreneurship Training for Mitigating Unemployment in Nigeria: How have the Tertiary Institutions Fared?
( 367 ) Innovation Strategy and Sustainability of Micro, Small and Medium Enterprises in South East Nigeria
( 368 ) Inflation, Oil Revenue, and Monetary Policy Mix in an Oil-Dependent Economy: Empirical Insights from the Case of Nigeria
( 370 ) Efficiency of Microfinance (MF) Institutions in Bangladesh: A Study on Top 10 MF Institutions
( 371 ) Does Capital Structure Affect the Profitability of Listed Family and Non-Family Firms? Evidence from Bangladesh
( 372 ) Critical Review of Literature on Brand Equity and Customer Loyalty
( 373 ) Factors Influencing on Human Resources Development in SMEs Service Enterprises in Industry 4.0: The Case of Thai Nguyen Province, Vietnam
( 374 ) Is Loyalty Still the Same? An Investigation of the Antecedents of Loyalty
( 379 ) Fraud Auditing Law Implications in the Case of Jiwasraya Insurance in Indonesia
( 380 ) Productive Welfare Policy: An Innovative Way in Social Safety Net in Malaysia
( 381 ) Accountability and Transparency in Nation Building: A COVID-19 Experience in Sub-Saharan Africa
( 382 ) Determinants of Profitability and its Implications on Corporate Values (Studies at Ceramic, Porcelain and Glass Sub Sector Listed in Indonesia Stock Exchange, 2009 - 2018)
( 383 ) The Impact of Social Media on Economic Growth: Empirical Evidence of Facebook, YouTube, Twitter and Pinterest
( 384 ) Perception of Professional Accountants about the Application of Artificial Intelligence (AI) in Auditing Industry of Bangladesh
( 385 ) Self-Efficacy and Entrepreneurial Mindset: Towards Societal Re-Engineering
( 386 ) The Impact of Economic Growth, Oil Price, and Financial Globalization Uncertainty on Financial Development: Evidence from Selected Leading African Countries
( 387 ) Testing the Validity of Gibrats Law in the Context of Profitability and Leverage
( 388 ) Towards a Proposal of a Local Authority Model Based on the Systemic Approach
( 389 ) Exchange Rate Volatility and Agricultural Commodity Prices i Nigeria (2000-2018)
( 390 ) Up or Down! House Management and Public Finance Theory from America’s Era of Hastert
( 391 ) Interest Rate Ceilings and Financial Exclusion in Kenya: Evidence from Commercial Banks’ Sectoral Credit Distribution
( 392 ) The Effects of Macroeconomic Variables on Bank Default: A Case Study in Brazil
( 394 ) Differences in Business Ethics Perception: A Developing Country Perspective
( 395 ) Factors Affecting the Capital Structure of the Textile Industry in Bangladesh: An Inferential Study
( 396 ) Infrastructure Development, Capacity Utilization and Manufacturing Value Added in Nigeria
( 397 ) Corporate Social Responsibility Disclosure in Indonesia: A Bibliographic Study
( 398 ) Deficit Financing Asymmetry and Nigerias Economic Growth: A Nonlinear Autoregressive Distributed Lag Approach
( 400 ) Ethical Context of Organization and Turnover Intention of Women Employees: The Mediating Role of Perceived Organizational Support
( 401 ) A Process Model for Conformance of Health Information Systems: Towards National Interoperability
( 402 ) Likely Effect of Gender and Education on Information Adoption and Utilization among Sugarcane Farmers in the Nyanza Region, Kenya
( 403 ) Non-Linear Effects of Intellectual Property Rights on Technological Innovation: Evidence from Emerging and Developing Countries
( 404 ) Drivers Behind the Financial Insolvency: An Empirical Study on the Textile Industry in Bangladesh
( 405 ) Change Management and Firm Performance of Selected Deposit Money Banks in Owerri, Imo State, Nigeria
( 406 ) Factors Influencing Audit Expense and Quality in an Emerging Economy: A Study on Bangladesh
( 407 ) The Effect of Disruptive Factors on Inventory Control as a Mediator and Organizational Performance in Health Department of Punjab, Pakistan
( 408 ) The Contingent Fit between Management Control System and Capabilities on Sustainability Performance
( 410 ) The Effect of Capital Structure Decisions on Profitability of Quoted Consumer Goods in Nigeria
( 411 ) Fiscal Decentralization and Economic Growth: Assessing Public Policy in Ukraine
( 412 ) Determinants of Firm Profitability: Evidences from Bangladeshi Manufacturing Industry
( 413 ) The Impact of Merger and Acquisition on the Financial Performance of the Nasdaq Listed Small Size Technology Companies
( 414 ) Socioeconomic Environment and Obesity on the US West and East Coasts
( 416 ) Factors Affecting Profitability of General Insurance Companies in Indonesia
( 418 ) Panel Data Estimators in the Presence of Serial and Spatial Correlation with Panel Heteroscedasticity: A Simulation Study
( 419 ) Exploring the Linkages between Remittances, Economic Growth and Poverty: Empirical Evidence from Pakistan
( 420 ) The Impact of Data Frequency on the Level of Exchange Rate Pass-through to Consumer Prices in Nigeria
( 421 ) What Explains the Overwhelmingly Positive Perception towards Microfinance Institutions? Application of Firth’s Logistic Regression in a Small Sample
( 422 ) Financial Risks in Turkish Banking Industry: A Panel Data Analaysis on Istanbul Stock Exchange
( 423 ) Role of Talent Development on Talent Engagement and Self-Efficacy: A Structural Model