INFLUENCE OF ADVERTISING ON CONSUMER PURCHASE DECISION IN ONLINE SHOPS IN KENYA; A CASE STUDY OF KILIMALL

Abstract

Advertising, as part of communication strategies for marketing, is the key for building, creating and sustaining brands, as it also plays a major role in persuading, informing and reminding both potential and existing customers towards making a purchase decision. Consumer purchase decisions vary greatly and are influenced by several factors. The purpose of this study was to determine the influence of advertising on consumer purchase decision in online shops in Kenya and it was guided by the following specific objectives: to determine the influence of television advertising on consumer purchase decision in online shops, to determine the influence of internet advertising on consumer purchase decision, to determine the influence of print (newspaper) advertising on consumer purchase decision and to determine the influence of outdoor (billboard) advertising on consumer purchase decision. The study adopted a descriptive design where a quantitative research method was used to ensure establishment of correlations and cause effect relationship that is important in viability of the constructs. The target population of the study was 120 employees of kilimall where a sample of 48 respondents was obtained. The data collections instrument for the study was questionnaire to acquire the data from the respondents. The study was piloted to ensure the validity and reliability of the research instrument for a reliable study. The data obtained was analyzed using SPSS and then presented on tables and figures for interpretation. The study finding indicated that Most of respondents (77%) agreed that TV advertising leads to increased creation of online shop brand awareness, while 23% of the respondents disagreed. The results indicated that internet advertising enables provision of detailed information with no time or space restriction to consumers to a great extent according to 30%, moderate extent at 43%, less extent at 18% and no impact at 9%. The results established that 77% agreed that creation of appealing messages generates emotions, interest and desires among readers which drive their consumer needs while 23% did not agree to this. The findings established that 43% of the respondents indicated that frequency of exposure increases regular online products purchasers 25% of them indicated that it was moderately reliable. 20% indicated that it was very reliable, 7% indicated that it was less reliable while only 5% said that it was not reliable. The study recommends that Television has a greater influence than other forms of media. Because consumers see and hear advertisements on television, they are easily and quickly remembered. According to the study, advertisers should use television advertisements effectively, and the message should be adequately supported by visuals, in order to win new customers, develop brand loyalty, and persuade effectively. It was discovered that internet advertising is more informational but less enjoyable; also, repeated internet advertising messages serve as a reminder; and internet advertising can reach a huge number of people quickly, easily, affordably, and globally. Advertisers are advised to invest adequately in online advertising by placing more advertisements on internet platforms so that more customers can access the information.