Factors Influencing Consumer Buying Behavior of Luxury Branded Goods in Kenya

THE KENYA INSTITUTE OF MANAGEMENT

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR OF LUXURY BRANDED GOODS IN KENYA

(A Case Study of Nakumatt Supermarket-Nanyuki County)

MIKE MURIITHI

KIM/00300

A Research Project Report Submitted to Kenya Institute of Management in Partial Fulfillment of the Requirements for the Award of Diploma in Marketing Management

MARCH 2016

DECLARATION

The research study is my original work and has not been presented to any other institution of learning.

Name : MIKE MURIITHI

Sign :………………………..

Date : ……………………….

This research has been submitted for defense with my approval as the student’s appointed supervisor.

Supervisor: JANE WAICHIGO

Sign :. ………………….

Date :……………………

This research has been accepted and approved on behalf of the Kenya Institute of Management by the Nyeri Branch executive.

Name: JONES MUTHIANI

Sign: …………………….

Date: …………………….

DEDICATION

I dedicate this project to my loving parents.

ACKNOWLEDGEMENT

Foremost, I would like to express my sincere gratitude to my research supervisor, Jane Waichigo for the continuous support of my research, for her patience, motivation, enthusiasm, and immense knowledge. Her guidance helped me in all the time of research and writing of this thesis. I could not have imagined having a better advisor and mentor for my research work. Besides my supervisor, I would like to thank KIM Nyeri management and lecturers for equipping me with skills that has seen me this far. I thank my fellow students for the stimulating discussions, for the sleepless nights we were working together before deadlines, and for all the fun we have had in the last one and a half years. Am grateful to the management of Nakumatt Supermarket for allowing me to base my research at their organization. Last but not the least, I would like to thank my family: my parents, for giving birth to me at the first place and supporting me spiritually throughout my life.

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