Attributes Influencing Purchase Behavior of Household Bedding by Public Primary School Female Teachers in Nairobi City County, Kenya
Karoro Warau, Angela
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There has been growing concern about purchase behaviour of household bedding in developed countries such as USA, Canada and Europe as a third of the average human beings lifetime is spent in bed. People use household bedding to provide warmth and comfort during sleep and to accessorise the bedroom. Although there is an assortment of goods available in the market for people to purchase many people are challenged with finding durable, good quality, aesthetically appealing products that they can afford. In Kenya, there is limited research in bedding thus creating the need for this study. The purpose of the study was to evaluate attributes influencing purchase behaviour of household bedding by Public Primary School Female Teachers (PPSFT) in Nairobi City County (NCC). The major objectives of the study were to: identify the demographic characteristics of PPSFT in NCC, investigate product characteristics of household bedding purchased by PPSFT in NCC, assess the psychological characteristics that influence purchase behaviour of household bedding by PPSFT in NCC, determine the purchase behaviour of household bedding by PPSFT in NCC and establish the relationship between age, income and job position on the purchase behaviour of household bedding by PPSFT in NCC. The study used a descriptive cross-sectional survey mixed methods research design to achieve its objectives. Data was collected using a questionnaire administered by the researcher to a total of 324 respondents out of which 276 were returned appropriately filled and therefore used in data analysis. The data collected was coded, entered and analysed using SPSS version 22. Means, percentages and frequencies were used for descriptive statistics and the data presented in frequency distribution tables. The study found that most PPSFT in NCC were between the ages 40-49 years, they were married and had 1-3 dependants. PPSFT in NCC had varying education levels and served as lower primary, upper primary, senior, and deputy or head teacher. PPSFT attributed their purchase behaviours to the price, raw materials, durability, size, care requirements and special finishes of household bedding, handling and examining the product and information from sales people. The study found that age and income were significant factors that influenced purchase of household bedding. The study concluded that PPSFT were cautious buyers as they only purchased products that were durable, practical and useful due to their low income levels. The study recommended that manufacturers, retailers, and designers of household bedding should avail affordable products that are suitable in functionality, raw materials, durability, size, care requirements, special finishes and aesthetic value. It also recommended that they should be aware of demographic characteristics of their customers and product knowledge and experience channels that PPSFT prefer so as to maximize the number of people likely to purchase them. Further research should be conducted to determine the purchase behaviour of household bedding among female teachers in private primary schools, as the study was limited to Public Primary School Female Teachers. It also recommended further research of the topic among different groups of women and within rural regions in Kenya.