SOCIO-ECONOMIC DETERMINANTS INFLUENCING CONSUMER CHOICE FOR MOTOR VEHICLES IN KENYA: A CASE OF TOYOTA KENYA
OSORO, JARED NYAEMA
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The overall study objective was to explore the socio-economic determinants influencing consumer choices in motor vehicles industry with regard to Toyota Kenya. The study was guided by the following specific objectives; to determine how pricing affects consumer choice on motor vehicle at Toyota Kenya; to establish how branding affects consumer choice on motor vehicle at Toyota Kenya; to determine the effects of awareness on consumer choice on motor vehicle at Toyota Kenya and to determine how country of origin affects the choice on motor vehicle at Toyota Kenya. The researcher used descriptive survey research design in collecting the data from respondents. The target populations were consumers from Toyota Kenya. The researcher applied the procedure of stratified random sampling for selecting a sample which represented the whole population. The size of the sample of this research was 70 respondents which represented 10% of the population size. The researcher applied both primary and secondary sources in collecting data. The study carried a pretest for purposes of increasing the instrument reliability and validity. Data analysis involved qualitative and quantitative analysis. Data presentation was in form of Bar graphs, Pie-charts and Tables. Qualitative data was provided in form of explanatory notes. The study established that pricing influenced the choice of Toyota model the respondent were using. The study established that branding influence customer choice of the model. The study established that awareness influence customer’s choice of the model choice. The study revealed that the country of origin affects the choice on motor vehicle at Toyota models to great extent. The study concludes that pricing, branding, awareness Creation and product country of origin all had a significant effect on consumer choice of motor vehicles. The study recommends that Motor vehicle companies in Kenya must adopt better pricing strategies that will help them in persuade customers to buy their vehicle model. To increase their market, share and increase customer loyalty the study recommends that motor vehicle companies to come up with brands that will strongly influence the consumer choice of their brand. Toyota Kenya must have constant promotional activities that will help them in creating awareness to customers of their various product.