1、字数：英文 2851 单词， 16336 字符；中文 4936 汉字 出处： Kiboro G W, Omwenga J, Iravo M. INFLUENCE OF PSYCHOLOGICAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYAJ. European Journal of Business and Strategic Management, 2017, 2(8): 76-91. 外文文献 INFLUENCE OF PSYCHOLOGICAL FACTORS ON CONSUMER BUYING
2、BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA Abstract Purpose: The objective of the study was to establish the effect of psychological factors on consumer buying behavior in chain supermarkets in Kenya. Methodology: The target population consisted of 33 chain supermarkets in Kenya. The target population
3、comprised of 634 employees from these supermarkets. Descriptive research design was used for this study. In addition regression and correlation analysis was used to link the relationships between the dependent and the independent variables. Results: The study found out that there was a positive and
4、significant relationship between psychological factors and consumer buying behavior. Recommendation: It was found out that psychological factors have a positive and significant effect on Consumer Buying Behavior. Therefore, the study recommends for chain supermarkets to take care of consumers percep
5、tions (self-confidence, autonomy, defensiveness, adaptability), consumers past experience with the products and the supermarket (learning) value for their money. Additionally they should also take care of consumer needs and wants so as to improve on their revenue performance. Keywords: psychological
6、 factors, consumer buying behavior and chain supermarkets 1.INTRODUCTION Consumers choose, organize and infer information from advertisements, conversation and media. This way, these consumers create a meaningful image of the world such as a supermarket, products and services (Armstrong & Kotler, 2009). As a result, individuals emerge with different perceptions of the same object (Harper & Makatoumi, 2002). This is due to selective attention (screening out unwanted stimuli), selective
