Factors influencing consumer willingness to pay for branded fish in Nairobi

Abstract

Branded food products are increasingly gaining popularity in urban markets, yet limited research has explored the factors influencing consumers' willingness to pay for branded fish in Kenya. This study examined the influence of consumer purchase behavior, purchase accessibility, and demographic characteristics on the willingness to pay for branded fish in Nairobi. A descriptive correlational research design was employed, utilizing a quantitative approach to assess the relationship between the independent variables and consumer willingness to pay. Stratified random sampling was used to select fish consumers from five sub-counties in Nairobi: Embakasi Central, Kasarani, Langata, Ruaraka, and Westlands, resulting in a total sample of 256 respondents. Data was collected using structured questionnaires and analyzed using descriptive statistics, correlation, and multiple linear regression. Findings revealed that all three independent variables: purchase behavior, purchase accessibility, and demographic characteristics had strong and statistically significant positive effects on willingness to pay for branded fish. Purchase behavior showed the strongest correlation with willingness to pay, followed closely by purchase accessibility and demographic characteristics. Regression analysis also confirmed that purchase accessibility had the greatest influence, followed by purchase behavior and demographic characteristics. The regression resulted to R² value of 0.728 which implied that 72.8% of the variation in willingness to pay was accounted for by the three predictor variables, confirming the model's strong explanatory power. The study concluded that while consumers demonstrated an overall willingness to pay for branded fish, strategies to promote branding should be grounded in improving access, reinforcing positive purchase experiences, and tailoring messaging based on demographic profiles. The study recommended targeted branding campaigns, infrastructure improvements for distribution, and demographic-sensitive marketing strategies to enhance consumer awareness and willingness to pay. These findings will contribute to the broader understanding of consumer behavior in Kenya’s fish market and offer practical insights for marketers, policymakers, and value chain actors in advancing branding and food safety initiatives. Keywords: Willingness to pay, purchase behavior, purchase accessibility, demographic characteristics, branded fish, consumer preferences.