Effect Of Social Marketing Strategies On Consumer Purchase Intention

Abstract

Social marketing strategies involved Social factors, social media and personal referrals. In this study the general objective was to determine the effect of social marketing strategies on consumer purchase intention on food supplement organization in Nairobi Kenya. The study targeted one food supplement organization in Kenya. A descriptive research was adopted because it was easy to collect and analyse data and it applied snowball sampling procedure a sample size of 378 being considered adequate. The research instrument was a questionnaire which contained both open and closed ended questions to collect primary data. The collected research data was edited then coded, categorized and keyed into Statistical Package for Social Sciences (SPSS) for final data analysis. Descriptive measures including frequencies, means and percentages were computed. Regression analysis was used to establish the relationship between the independent and dependent variables. The study found out that personal referrals and social factors had a significant effect on consumer purchase intention on food supplement products. The study concludes that social marketing strategies; social factors and personal referrals influence consumer decision on food supplement. The study recommended consumers of food supplements should be educated through workshops the essence of technology in the adaptation of consumer product in the current market and The effect of stereotype surrounding food supplements that is made for the old and those with unique or incurable illness are the ones recommended for food supplements should be addressed and let consumers know the real facts concerning food supplements and social marketing in the society.