Influence of Product Presentation on Consumer Purchase Decisions of Households in Nairobi City County, Kenya

Linsey Wanjiku Waweru, Stephen Ntuara Kiriinya, Hellen Kabue and Elyjoy Micheni
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Linsey Wanjiku Waweru: Department of Business and Management Studies, The Technical University of Kenya
Stephen Ntuara Kiriinya: Department of Business and Management Studies, The Technical University of Kenya
Hellen Kabue: Department of Business and Management Studies, The Technical University of Kenya
Elyjoy Micheni: Tom Mboya University

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 5221-5226

Abstract: The aim of the study was to establish the influence of product presentation on consumer purchase decisions of households in Nairobi City County, Kenya. Product presentation was measured using four constructs, namely, awareness, demonstration, product presentation and user reviews and comments. The study adopted cluster using simple random sampling. Purposeful sampling was utilised to select the household member who shopped online the most. Primary data was collected from 400 respondents. The study employed structured questionnaires with both open-ended and close-ended questions. The Statistical Package for Social Sciences (SPSS) Version 27 was used for data analysis. The study findings showed that, customers presented diverse views of their online purchases, making it necessary for online sellers to identify who their actual and potential customers are.

Date: 2025
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