1) The study examined the effect of consumer behavior on consumerism among consumers in Kisii County, Kenya. It sought to establish the relationship between consumer rights/awareness and levels of consumerism. 2) A sample of 1500 consumers was selected from a target population of 4000 using random and stratified sampling. Data was collected through questionnaires, interviews, and focus group discussions. 3) Preliminary findings suggest relationships between consumer rights/awareness and consumerism. However, further statistical analysis is still needed to fully test the hypothesized relationships. The study aims to provide insights on consumer behavior and consumer protection in Kisii County.

1. THE EFFECT OF CONS UMER BEHAVIOUR ON CONS UMERIS M AMONG
CONS UMERS IN KIS II COUNTY, KEN YA
Erick Nyakundi Onsongo, erickonsongo@yahoo.com; Kisii University College
Abstract
Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions. The study focused on the effect of consumer behaviour
on consumerism among consumers in Kisii County, Kenya. The research objectives included
establish the relationship between consumer rights and level of consumer awareness; to establish
the relationship between consumers and consumerism. It was hypothesized that there is no
relationship between consumers and consumerism.
The study was carried out among the consumers in Kisii County. A case study design was
adopted. Random and stratified sampling technique was used to select a sample of 1500
respondents out of 4000 to represent the sample population. Purposive sampling was used to
select elderly consumers and focused group discussion on middle life and youths. Data was
collected by use of questionnaire and interview schedules and analyzed by use of both
descriptive and inferential methods. Frequency tables were used to report the research findings,
while Chi-squire and Spearman’s correlations were used to test the hypotheses. The study made
significant contributions on consumer behaviour and consumer protection.
KEY WORDS : Consumer; payer, buyer, end user, GDP: Gross Domestic Product, CI: consumer
Index
1.0 Background of the study
Consumer rights are the rights given to a "consumer" to protect him/her from being cheated by
salesman/manufacturer/shopkeeper. Consumer protection laws are designed to ensure fair trade
competition and the free flow of truthful information in the marketplace. The laws are designed
to prevent businesses that engage in fraud or specified unfair practices from gaining an
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2. advantage over competitors and may provide additional protection for the weak and those unable
to take care of themselves. Consumer Protection laws are a form of government regulation which
aim to protect the rights of consumers. For example, a government may require businesses to
disclose detailed information about products—particularly in areas where safety or public health
is an issue, such as food. Consumer protection is linked to the idea of "consumer rights" (that
consumers have various rights as consumers), and to the formation of consumer organization
which help consumers make better choices in the marketplace (Veblen, 1988)
Consumer is defined as someone who acquires goods or services for direct use or ownership
rather than for resale or use in production and manufacturing. Consumer interests can also be
protected by promoting competition in the markets which directly and indirectly serve
consumers, consistent with economic efficiency (M ichael, 2007)
Consumer protection covers a wide range of topics, including but not necessarily limited to
product liability, privacy rights, unfair business practices, fraud, misrepresentation, and other
consumer/business interactions. Such laws deal with credit repair, debit repair, product safety,
service and sales contracts, bill collector regulation, pricing, utility turnoffs, consolidation,
personal loans that may lead to bankruptcy (M iller, 1991)
A consumer agreement that meets the criteria of more than one type of agreement to which the
Act applies shall comply with the provisions of the Act and of the Regulations that apply to each
type of agreement for which it meets, It is an unfair practice to make an unconscionable
representation Without limiting the generality of what may be taken into account in determining
whether a representation is unconscionable, there may be taken into account that the person
making the representation or the person’s employer or principal knows or ought to know–(a) that
the consumer is not reasonably able to protect his or her interests because of disability,
ignorance, illiteracy, inability to understand the language of an agreement or similar factors;(b)
that the price grossly exceeds the price at which similar goods or services are readily available to
like consumers; (c) that the consumer is unable to receive a substantial benefit from the subject-
matter of the representation;( The Consumer Protection Bill, 2007)
We recognize that a large number of market participants in the insurance market and more
specifically the general public find it difficult to understand and evaluate insurance products and
services. This is because most of the insurance products and services are legalistic. They take the
form of contractually agreed promises by the insurer to provide benefits or compensation
(indemnity) to cover specified events or risks in exchange for a premium and certain other.
As a policy holder or potential policy holder, you have a right to get relevant, meaningful and
understandable information before making a decision to buy insurance. To do this, the consumer
2

3. education department seeks to ensure policyholders and potential policyholders have access to all
material information, receive advice in a correct and meaningful manner in assessing their
insurance requirements, are informed about their rights and obligations for the duration of the
contract, are confident that they will receive correct and timely compensation in the event of a
legitimate claim and in case of doubt, be able to receive supplementary advice from IRA.(Calder,
1990)
The complaints handling process is accessible to all and information is readily available on the
details of making and resolving complaints. We will provide all reasonable assistance to
complainants in the formulation and lodgment of complaint. Complaints are dealt with quickly
and the complainants are treated courteously. There are no charges or fees to the complainant for
having a complaint dealt with under our procedures. In Pakistan, the consumer is left at the
mercy of shopkeepers and manufacturers. The markets are flooded with substandard, look alike
and counterfeit products and Pakistan has become a dumping ground for semi expired food,
beverages and medicines. The worst enemy of the consumers is the consumer themselves if they
refuse to exercise their rights and purchase products and accept services without checking price
or quality. Every now and then companies launch attractive buy one get one free scheme or
coupons for balloting prize schemes but if the M anufacturers are sincere to consumers, then they
should decrease product price, instead of launching schemes.( Ryan, 2007)
Case problem
The consumer needs to be encouraged to be aware of the consumers’ right. Our money is our
rights and highlights consumer issues in relation to financial services. Access to stable, secure
and fair financial services is important for consumers everywhere, especially under the strain of
the global financial crisis. “If a consumer is offered inferior products, if prices are exorbitant, if
drugs are unsafe or worthless, if the consumer is unable to choose on an informed basis, then his
money is wasted, his health and safety may be threatened, and national interest suffers.”
The right to safety, the right to be informed, the right to choose and the right to be heard.
Obtaining correct data of products, free decision to choose and the right to claim for
compensation and the right to have a sound healthy environment.
M any products which are available in the market are not even registered with Standards and
Quality Control Authority. Not only legislation is the need of time but its effective
implementation is vital. Government is not successful even in controlling price hike. If consumer
courts would be operational in every province it would bother one to file a case against any
manufacturer, when will consumer be able to have value for his money.
3

4. Consumerism is a social and economic order that is based on the systematic creation and
fostering of a desire to purchase goods and services in ever greater amounts. Capital goods and
infrastructure were quite durable and took a long time to be used up. While previously the norm
had been the scarcity of resources, created an unusual economic situation. For the first time in
history products were available in outstanding quantities, at outstandingly low prices, being thus
available to virtually everyone. So began the era of mass consumption, the only era where the
concept of consumerism is applicable.
It is true to dress in even a higher degree than of most other items of consumption, that people
will undergo a very considerable degree of privation in the comforts or the necessaries of life in
order to afford what is considered a decent amount of wasteful consumption; so that it is by no
means an uncommon occurrence, in an inclement climate, for people to go ill clad in order to
appear well dressed. .
Businesses have realized that wealthy consumers are the most attractive targets of marketing.
The upper class's tastes, lifestyles, and preferences trickle down to become the standard for all
consumers. The not so wealthy consumers can “purchase something new that will speak of their
place in the tradition of affluence”. A consumer can have the instant gratification of purchasing
an expensive item to improve social status. Consumer Protection means protection of consumers
from various unfair trade practices. The purpose of such protection is to avoid exploitation.
Commercial organizations are well organized, better informed and have a better dominating
position. Because of this, they easily exploit consumers. The worst affected victims of these
commercial organizations need to be protected and the consumer is protected through consumer
protection. The exploitation of the consumer by manufactures and businessmen by producing sub
standard goods and hiking of price necessitated the researcher to conduct this study in order to
find out why consumers are taken for a ride for their money.
S tudy literature Review
Consumer Behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy a
product. It blends elements from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioural variables
in an attempt to understand people's wants. It also tries to assess influences on the consumer
from groups such as family, friends, reference groups, and society in general. (Calder, 1990)
4

5. Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions. (Levine 2007)
Consumer Information search
Once the consumer has recognized a problem, they search for information on products and
services that can solve that problem. Veblen (1988) explains that consumers undertake both an
internal (memory) and an external search. Sources of information include Personal sources,
Commercial sources, Public sources, Personal experience
The relevant internal psychological process that is associated with information search is
perception. Perception is defined as "the process by which an individual receives, selects,
organizes, and interprets information to create a meaningful picture of the world".
The selective perception process, Selective exposure consumers select which promotional
messages they will expose themselves to, Selective attention consumers select which
promotional messages they will pay attention to, Selective comprehension consumer interpret
messages in line with their beliefs, attitudes, motives and experiences, Selective retention
consumers remember messages that are more meaningful or important to them. (Consumerism,
2008)
Consumer Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.
Sometimes purchase intention does not result in an actual purchase. The marketing organization
must facilitate the consumer to act on their purchase intention. The organization can use variety
of techniques to achieve this. The provision of credit or payment terms may encourage purchase,
or a sales promotion such as the opportunity to receive a premium or enter a competition may
provide an incentive to buy now. The relevant internal psychological process that is associated
with purchase decision is integration. Once the integration is achieved, the organization can
influence the purchase decisions much more easily. ( Calder, 1990)
5

6. Consumer Internal and external influences
Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality,
motivation, knowledge, attitudes, beliefs, and feelings. Consumer behaviour concern with
consumer need consumer actions in the direction of satisfying needs leads to his behaviour of
every individual depend on thing, Consumer behaviour is influenced by: culture, sub-culture,
locality, royalty, and ethnicity, and family, social class, past experience reference groups,
lifestyle, and market mix factor: ( Levine 2007 )
The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For
example, by understanding that consumers are more receptive to food advertising when they are
hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that
new products are usually initially adopted by a few consumers and only spread later, and then
only gradually, to the rest of the population, we learn that (1) companies that introduce new
products must be well financed so that they can stay afloat until their products become a
commercial success and (2) it is important to please initial customers, since they will in turn
influence many subsequent customers’ brand choice (Levine 2007)
Culture and S ubculture
Culture is part of the external influences that impact the consumer. That is, culture represents
influences that are imposed on the consumer by other individuals. The definition of culture
offered in one textbook is “That complex whole which includes knowledge, belief, art, morals,
custom, and any other capabilities and habits acquired by man person as a member of society.”
From this definition, we make the following observations:
Culture, as a “complex whole,” is a system of interdependent components. Knowledge and
beliefs are important parts. In the U.S., they believe that a person who is skilled and works hard
will get ahead. In other countries, it may be believed that differences in outcome result more
from luck. “Chunking,” the name for China in Chinese literally means “The M iddle Kingdom.”
The belief among ancient Chinese that they were in the center of the universe greatly influenced
their thinking. (Calder, 1990)
Culture has several important characteristics: (1) Culture is comprehensive. This means that all
parts must fit together in some logical fashion. For example, bowing and a strong desire to avoid
the loss of face are unified in their manifestation of the importance of respect. (2) Culture is
learned rather than being something we are born with. We will consider the mechanics of
learning later in the course. (3) Culture is manifested within boundaries of acceptable behavior.
For example, in American society, one cannot show up to class naked, but wearing anything
from a suit and tie to shorts and a T-shirt would usually be acceptable. Failure to behave within
6

7. the prescribed norms may lead to sanctions, ranging from being hauled off by the police for
indecent exposure to being laughed at by others for wearing a suit at the beach. (4) Conscious
awareness of cultural standards is limited. (Veblen, 1988)
Consumer attitudes
Consumer attitudes are a composite of a consumer’s beliefs about feelings and behavioral
intentions toward some object--within the context of marketing, usually a brand or retail store.
These components are viewed together since they are highly interdependent and together
represent forces that influence how the consumer will react to the object.
Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an
object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains
papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in
valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a
cold morning, but not well on a hot summer evening when one wants to sleep). Note also that
the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some
beliefs may, upon closer examination, be contradictory (e.g., that a historical figure was a good
person but also owned slaves). (Levine, 2007)
Research strategy
This study adopted a case study design for it sought to describe a unit in detail, in context and
holistically. It is away of organizing education data and looking at the object to be studied as a
whole. The study covered Kisii County because of the unique behavior of the people influenced
by the external and internal factor that include demography, lifestyle, shifting personality traits,
motivation, knowledge, attitudes, locality, feelings, family and market mix where manufacturers
and businessmen advertise goods and services. As a product is introduced into the market many
consumers buy it and as time precedes the product sells go down. The target population consisted
of 4000 consumers; the researcher selected the sample population from the people living within
Kisii County and in all Districts within the County.
A sample of 1500 respondents was selected from an approximate target population of 4000
respondents. The researcher conducted a pilot survey which arrived at the target population
hence the sample size. For any population below 1000, 30% formed the sample size, 10% for
any population above 1000, and 1% for any population of 10,000 and above according to
Neuman, 2000.
A focus group is composed of 5 individuals who share certain characteristics-composed of
homogeneous members of the target population to discuss the topic under study. This study
composed of 10 focus groups each group containing 5 members.
7

8. Data was collected from both primary and secondary sources. Primary data was obtained through
self-administered questionnaires, personal interviews, and focus group discussion. The
questionnaires had both open ended and closed questions. This method ensured that clarification
is offered to those who may encounter difficulties in filling the questionnaires. Personal
interviews were conducted on the elderly people hence giving the researcher chance to gather as
much information as possible, and focus group discussions were conducted on the youth and
middle life respondents as this give in-depth qualitative data. Secondary information was
obtained from published and unpublished sources such as books, journals, internet, theses, and
reports. Data analysis Both Quantitative and qualitative data was generated from the open and
closed ended questionnaires, interviews, and focus group discussion and converted into
frequency counts
Data presentation and analysis
This section covers data analysis and findings of the research. The main instrument for primary
data collection was a questionnaire. Out of the 1500 sampled respondents and the questionnaires
were administered all the respondents returned the questionnaire this gave a response rate of
100 percent (%).
Consumer attitude N M ean Standard deviation
Feelings 1500 3.95 1.09
Beliefs 1500 2.86 0.89
Behavioral intention 1500 3.82 1.052
Culture 1500 3.59 1.30
M orals 1500 3.21 0.97
Custom 1500 3.08 095
Peer pressure 1500 2.93 1.27
From the quantitative data in table 1 to a great extent 3.5<mean> 4 with significant standard
deviation. Its indicated that the following influence consumer behaviour; feelings, beliefs,
behavioural intention, culture, morals, custom, peer pressure
Effect of consumer behaviour on consumerism
Figure 4.2 consumer behaviour on consumerism
8

9. S ource: Researcher, 2011,
The pie chart shows that 93 % of the respondents indicated that consumer behaviour affect
consumerism while 7% said that there was no effect. This showed that the local community is
aware of the effect of consumer behaviour though others are not aware because they are not
directly involved in purchasing consumables.
Table 3: Current consumer buying trends (1990-2011)
N M inimu M aximu M ean Std.
m m Deviation
Current consumer 1500 30.00 100.00 61.3750 19.13752
trends
Consumer trends 1500 .00 65.00 47.3889 19.22969
(1990-2010)
S ource: Researcher, 2011.
The mean current consumer index is 61% with some consumers having 100% purchases and
others as low as 30%. The consumers did not have a continuous statistic based on consumption
trends since 1990-2010 but the respondents said there was gradual growth in consumption of
about 47% since 1990 though there have been changes due to demographic growth, however,
others did not respond because they shied away because of high cost of living.
9

10. Chi-S quare S tatistic
Table 4: Chi-S quare Tests.
Asymp. Sig. (2-
Value Df sided)
Pearson Chi-Square 10.977
a 2 .004
a. Significant at 5% level of
significance
S ource: Researcher, 2011.
The chi-square value (10.977) with p-value of 0.004 which is very small compared with
significance level of 5%. This shows a very high relationship between consumer
behaviour and consumerism
10

11. Table 5. The consumer internal and external influence on consumerism
Variable Response N Valid %
Changing lifestyle Strongly disagree 210 14
Agree 210 14
Strongly agree 1080 72
Total 1500 100.0
High cost of living Agree 210 14
Strongly agree 1290 86
Total 1500 100.0
Belief, culture and sub culture Strongly disagree 210 14
Strongly agree 1280 86
Total 1500 100.0
Availability of goods Agree 210 14
Strongly agree 1280 86
Total 1500 100.0
Lack of information on consumer rights Agree 855 57
Strongly agree 630 43
Total 1500 100.0
Personal Feelings Agree 210 14
Strongly agree 1280 86
Total 1500 100.0
Individual output Agree 210 14
Strongly agree 1280 86
Total 1500 100.0
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12. It was apparent that consumer internal and external factors affects consumer behaviour and
consumerism (57 %) agreed and (43%) strongly agreed that the changing lifestyles, payment
terms of the goods due to introduction of credit services, sales promotion that producers and
manufacturers ran that encourage consumers to buy more also technological changes and
globalization have an impact on consumer choice of goods and services. There is evidence that
consumers voice their dissatisfaction through exit behaviour, including quitting using the product
(Addison, 2005). Consumer commitment to certain products brings positive outcomes which
include consumer satisfaction and mass consumption (M oreton, 1999). It is, therefore,
productive for producers to produce better products at the right quality and quantity which will
reinforce loyalty by consumers.
High cost of living, beliefs, culture and sub culture, availability of goods, lack of consumer rights
information, personal feeling and individual out put (agreed 14 %, strongly agreed 86%).
Previous studies have found that consumerism is determined by the consumer behaviour. It was
apparent in the present study that the output per individual influenced the consumer behaviour
(agreed 14 %, strongly agreed 86 %). The findings concurred with those of Okorie (1995) who
observed that consumerism among Nigerian consumers was positively determined consumer
behavoiur.
Table 6 consumer behaviour on consumerism
Consumer behaviour Chi- Pearson
square correlati
on
Reference Group/ Past Experience Value x2 df Sig level -0.900 Value x2
Friends ,Family, Society 340.310 8 0.000 -0.828 340.310
Changing Demography’s 331.621 8 0.000 -0.806 331.621
Psychographics/ Lifestyle 312.267 8 0.000 -0.788 312.267
Individual Personality 308.959 8 0.000 -0.752 308.959
M otivation to buy 305.595 8 0.035 -0.530 305.595
Knowledge on goods 16.687 8 0.034 0.034 16.687
Consumer Attitude 16.119 8 0.041 0.041 16.119
Consumer Feelings 16.354 8 0.038 0.038 16.354
Payment terms / sales promotion 16.354 8 0.038 0.038. 16.354
Availability of goods/locality 15.664 8 0.047 0.047 15.664
12

13. As indicated in the table 6. above it emerged that Reference group/ past experience,
Family/friends/ society, changing demography’s, psychographics/ life style, individual
personality, motivation to buy, knowledge on goods, consumer attitudes, consumer feeling,
payment terms/ sales promotion, availability of goods in the locality . The chi-square analysis on
the variables yielded a value (x2) 0f 340.310, 331.621, 312.267, 308.959, 305.592, 16.687,
16.119, 16.354, 16.354, 15.664 respectively all of which were significant at p<0.001. The
association had very strong negative effects on consumerism. The strength of the relationship
was manifested in the values of Pearson coefficient of correlation that yielded a value of -0.9,-
0.828,-0.806,-0.788, -0.752,-0.530, 0.034, 0.041, 0.038, 0.038, 0.047 respectively.
A probable explanation to this would be that consumerism is affected by consumer behaviour,
when consumers make a decision to purchase certain items he/she looks at the terms under which
one is buying an item, the consumer feelings and intentions. The producer should ensure that the
products are of the right quality and quantity to avoid unfair trade practices and maximize
customer retention. The customer internal and external factors affect the choice of a product, the
perception of the consumer, knowledge or lack of knowledge on certain products this is what
Hulin refers to as behavior change as another outcome in a satisfied or dissatisfied consumer.
Although discussed in relation to job satisfaction his arguments appears satisfactory in
understanding emotional related symptoms of consumer behaviour. Emotions definitely cannot
be divorced from stress and this affect consumerism
Conclusion and recommendation
Based on the results from data analysis and findings of the research, one can safely conclude the
following, based on the objectives of the study;
The study made significant contribution on protection of consumers from various unfair trade
practices to avoid exploitation and check various business malpractices. Commercial
organizations are well organized, better informed and have a better dominating position. Because
of this, they easily exploit consumers. The worst affected victims of these commercial
organizations need to be protected and the consumer is protected through consumer protection.
The study will come up with ways to avoid M onopoly: Consumer Protection is very important in
terms of avoiding monopoly. M onopoly is the crown of modern market. M ost of the
organizations, irrespective of various restrictions follow monopoly practice. Due to this
consumers get affected and needs to be protected. Prevention from M alpractices: Business
malpractices are rapidly growing in modern market. Businessmen follow unfair trade practices,
restrictive trade practices and monopolistic trade practice and consumer protection plays a vital
role.
The study came up with information on consumer rights and knowledge on M isleading
13

14. Advertisements: M any organizations deliberately cheat consumers through wrong or misleading
advertisements. This will protect consumers from getting exploited. M ajority of the consumers
are ignorant. They do not know about consumer rights. Consumer movements inform consumers
about their rights and protect their interest and rights
Recommendation for further research
The findings of the study indicate that there are a number of issues to be addressed by Consumer
oversight body and research for policy and practice. This was a survey on effect of consumer
behaviour on consumerism. Further research in the areas of consumer practices would be useful
in understanding the impact that the consumer behaviour has on consumerism.
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