Influence of advertising on consumer purchase decisions for Kenya tea packers limited tea products in Kisii County, Kenya

Abstract

Advertising plays an essential role in influencing consumer perceptions, awareness, and purchasing behaviors, significantly impacting market performance and consumer engagement for various products. In Kenya, tea consumption is deeply ingrained in cultural and daily practices, making effective advertising crucial for tea brands seeking competitive market positioning. This research examined the influence of advertising on consumer purchase decisions for KETEPA tea products in Kisii County, Kenya. The specific objectives included assessing the influence of broadcast media advertising, print media advertising, outdoor advertising, and digital advertising on consumer purchase decisions for KETEPA tea products. The study was underpinned by theoretical perspectives such as the AIDA Model and the Hierarchy of Effects Model, emphasizing the cognitive and emotional processes consumers experience in response to advertising stimuli. The research employed a descriptive survey methodology targeting tea consumers in Kisii County, with a sample size of 399 respondents determined through proportionate sampling techniques. A structured Likert-scale questionnaire was used to collect primary data, capturing consumers' attitudes and responses to various advertising methods. A pilot study was conducted with 10 respondents drawn from two subcounties in Nyamira County to test the validity and reliability of the questionnaire items. The reliability of the research instruments was verified using Cronbach’s alpha coefficients, with all constructs yielding alpha values above 0.7, confirming high internal consistency. Validity was assured through expert reviews and a comprehensive pilot study involving respondents from adjacent regions. Data analysis incorporated both descriptive and inferential statistical methods, executed using SPSS version 28, with results represented in tables and charts for clarity. Findings from multiple regression analysis indicated broadcast media advertising as the most influential factor (β = 0.376, p = 0.000), significantly affecting consumer purchase decisions. Digital advertising followed closely (β = 0.328, p = 0.000), demonstrating substantial impact, especially among younger consumers. Outdoor advertising (β = 0.295, p = 0.000) also positively influenced purchasing behaviors, reinforcing brand visibility and recognition. Print media advertising exhibited the least yet still meaningful influence (β = 0.241, p = 0.000), primarily due to its credibility and targeted appeal to specific demographics. Collectively, the advertising strategies explained 65.0% of the variance in consumer purchase decisions (R² = 0.650), highlighting their combined effectiveness. This study is significant as it offers evidence-based insights to guide advertising strategies for Kenyan FMCG brands by identifying the most impactful media channels influencing consumer purchase decisions. The study recommends strategic prioritization of television and radio campaigns, increased investment in digital platforms targeting younger demographics, enhanced outdoor advertising placements, and continued utilization of newspapers for their credibility and reach. Future research should explore demographic-specific advertising effectiveness and longitudinal impacts of sustained advertising exposure, providing deeper insights into optimizing marketing strategies for sustained consumer engagement and brand loyalty in Kenya’s tea market. .