[雙語翻譯]零售業(yè)外文翻譯—心理因素對肯尼亞連鎖超市消費(fèi)者購買行為的影響（節(jié)選）

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 2851 2851 單詞， 單詞，16336 16336 字符；中文 字符；中文 4936 4936 漢字 漢字出處： 出處：Kiboro Kiboro G W, W, Omwenga Omwenga J, J, Iravo Iravo M. M. INFLUENCE INFLUENCE OF OF PSYCHOLOGICAL PSYCHOLOGICAL FACTORS FACTORS ON ON CONSUME

2、R CONSUMER BUYING BUYING BEHAVIOR BEHAVIOR IN IN CHAIN CHAIN SUPERMARKETS SUPERMARKETS IN IN KENYA[J]. KENYA[J]. European European Journal Journal of of Business Business and and Strategic Strategic Management, Managemen

3、t, 2017, 2017, 2(8): 2(8): 76-91. 76-91.外文文獻(xiàn) 外文文獻(xiàn) INFLUENCE OF PSYCHOLOGICAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYAAbstract Purpose: The objective of the study was to establish the effect of p

4、sychological factors on consumer buying behavior in chain supermarkets in Kenya.Methodology: The target population consisted of 33 chain supermarkets in Kenya. The target population comprised of 634 employees from these

5、supermarkets. Descriptive research design was used for this study. In addition regression and correlation analysis was used to link the relationships between the dependent and the independent variables.Results: The study

6、 found out that there was a positive and significant relationship between psychological factors and consumer buying behavior.Recommendation: It was found out that psychological factors have a positive and significant eff

7、ect on Consumer Buying Behavior. Therefore, the study recommends for chain supermarkets to take care of consumers perceptions (self-confidence, autonomy, defensiveness, adaptability), consumers past experience with the p

8、roducts and the supermarket (learning) value for their money. Additionally they protect clothes (Kotler & Keller, 2016). An individual’s lasting favorable or unfavorable evaluations, emotions and action tendencies to

9、wards an object or idea comprises their attitude (Wood, 2008). These attitudes, which are also hard to change, can be towards religion, politics, music, food and clothes. This then determines their consumer buying behavi

10、or (Okach, 2002).According to Kiesel and Villas-Boas (2007), attitude is responsible for likes and dislikes. Businesses have a major role to play in order to create positive attitude toward their products and services. T

11、he supermarkets need to understand what happens in the consumer’s consciousness between exposure to external marketing stimuli and final purchase that influences their attitudes. This will guide the retailers in designin

12、g an effective marketing strategy (Kotler & Keller, 2013). For example, consumers from Kibera, Nairobi-Kenya, are prepared to use energy saving cooking stoves after learning of their cost saving benefits (Lambe &

13、 Senyagwa, 2013). The supermarkets in the neighbourhood can thus sell such stoves to optimize business sales.Lai, Griffin and Babin (2009) in their survey on Chinese consumers reveal that product and service quality dire

14、ctly influences both perceived value and corporate image that elicit both customer satisfaction and loyalty. Studies by Chen and Barnes (2007) show that consumers’ trust in a supermarket significantly influences their pu

15、rchase decisions. Borrowing from Martenson (2007), the retail image that motivates a consumer to shop in a particular store relates to whether a store is pleasant, neat and offers products that meet their needs. It can a

16、lso be a store that suggests the retailer understands consumer needs (Hsu, Huang & Swanson, 2010). Moreover, Chakrabarty, Brown and Widing (2010) hold that consumers regular interaction with supermarkets’ salespeople

17、 influences their attitude towards making purchases across a wide range of products and services. Thus, consumers normally want to shop where store employees, especially salespeople, are helpful, welcoming and well-manne