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Browsing BCOM Research Projects by Author "Kakaangi, P. S."

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    Influence of mobile phone advertising on consumer purchase behaviour: the case of Kenya’s fashion industry
    (Strathmore University, 2025) Kakaangi, P. S.
    Mobile phone advertising and consumer purchase decisions aligns the general communication and objectives of the fashion businesses in Kenya by enhancing customer awareness and finally leading to informed buying decisions. Using the case of Kenyans fashion industry this study establishes how the influence of mobile phone advertising affects customers purchasing decisions. This study targeted 100 participants both fashion marketers and consumers particularly in urban areas such as Nairobi, Kitengela and Rongai. Using the theory of planned behaviors as a framework the study explored how certain aspects such as behavioral controls are affected by location based, personalized and SMS based advertisements. Data was collected through questionnaires. The findings aimed to provide insight to the researchers, policy makers and marketers on mobile phone advertising strategies to drive customer engagement and sales generation in the Kenya's vibrant fashion industry. A good advertisement persuades the customer to make a final purchase and keeps them motivated to do a certain action (Kenneth and Donald 2010). They are used to derive sales, create awareness and promote traffic on the physical stores. Mobile advertising channels include in-app advertisements, mobile web banners, and social media ads tailored for mobile devices. These channels are commonly used to reach consumers on their smartphones and tablets. To assess mobile advertising the study answers the following questions where used, To assess the influence of location-based mobile advertising on consumer purchase behavior in the fashion industry in Kenya, To assess the influence of personalized mobile advertising on consumer purchase behavior in the fashion industry in Kenya, To assess the impact of SMS-based mobile advertising on consumer purchase behavior in the Kenyan fashion industry. The study therefore concluded that mobile advertising through location based, personalization and SMS based advertising influences consumer purchase decisions and behavior. Though each portrays potential challenges and benefits, they can be leveraged to yield maximum leads for the fashion industry in Kenya.