Browsing by Author "Maina, S. M."

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    Consumer ethnocentrism, demographic characteristics and willingness to buy Commercial Banking Services in Kenya
    (European Scientific Institute, 2016) Maina, S. M.
    International marketing empirical literature has indicated the existence and strength of relationships among the consumer ethnocentrism, demographic variables and product attitude vary in different market context. Subsequently consumer ethnocentrism and purchase intentions influence depends on the product categories and other market factors. It is on the basis of this premise that the current study embarked on assessing the moderating effect of demographic characteristics on the relationship between consumer ethnocentrism and willingness to buy banking services. Descriptive and explanatory research design were used in the study. Primary data was collected among 374 commercial banks account holders in Kenya. Data was analyzed using step wise binary logit regression. Consumer national ethnocentrism was found to have a negative influence on the willingness to buy banking services from foreign owned commercial banks. The assessment of the effect of demographic characteristics on willingness to buy commercial banking services revealed that as the levels of respondents’ income per month increased, there was high preference of buying from foreign owned banks and vice versa. However age, gender and income do not moderate the relationship between consumer ethnocentrism and willingness to buy banking services. This indicate the essence of intergroup differentiation in service or market offerings as well as market segmentation and targeting
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    Influence of perceived value on the relationship between consumer national ethnocentrism and willingness to buy commercial banking services in Kenya
    (European Scientific Institute, 2015-07) Maina, S. M.; Kibera, F. N.; Munyoki, J. M.
    International marketing researchers have concentrated on establishing the influence of consumer national ethnocentrism on willingness to buy domestic products/services as opposed to foreign products/services. The purpose of this paper was to determine the mediating role of consumer perceived value on the relationship between consumer ethnocentrism and the willingness to buy banking services in Kenya. A descriptive research design which was cross sectional in nature was used in the study. Data were gathered from 374 University Staff and Students in Kenya. Data analysis was done using binary logit regression. As a multi faceted construct, consumer national ethnocentrism was found to have a negative influence on the willingness to buy banking services from foreign owned banks. These related well with other previous literature. The relationship was however mediated by several factors. Consumer perceived value was found to have a partial mediation. Findings of the study implies that foreign investors in the banking industry should have pertinent localization strategies incorporated in their broad corporate strategies to guide them not only in repositioning their products in the domestic markets but also in adapting their operations so as to enhance domestic consumption. Keywords: Consumer national ethnocentrism, consumer perceived value, purchase intentions, International marketing
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    Surface sterilant effect on the regeneration efficiency from cotyledon explants of groundnut (Arachis hypogea L.) varieties adapted to eastern and Southern Africa
    (Academic Journals, 2010-05) Gathaara, M. P. H.; Maina, S. M.; Emongor, Q.; Sharma, K. K.; Gichuki, S. T.; De Villiers, S.
    Five groundnut (Arachis hypogea L.) varieties - ICGV-12991, ICGV-99568, ICGV-90704, CG-2 and Chalimbana - that are adapted to Eastern and Southern Africa were compared to variety JL 24 for their regeneration response in tissue culture. Sodium hypochlorite and mercuric chloride were compared for efficiency as sterilizing agents and subsequent effect on regeneration. All five varieties formed shoot buds that elongated well on shoot elongation medium. ICGV-90704 and Chalimbana performed better than the other three varieties for shoot organogenesis although all varieties produced healthy rooted plants in vitro that were successfully transferred to the greenhouse where they exhibited normal growth, flowering and seed set. Both sterilizing agents were suitable, but mercuric chloride was less harmful than sodium hypochlorite. This study established a basis for genetic engineering activities on African groundnuts in the future.