Effect of Consumer Discontent on Consumerism in Kenya: A Survey of Household Consumers in Nakuru County

Abstract

Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). It is fast spreading to developing countries in Africa including Kenya. However, the majority of Kenyan consumers have been observed to be relatively passive in their involvement and participation in the movement. For example, the calls for collective action by the Consumers Federation of Kenya (COFEK) over rising costs of living in 2008 and 2010 attracted very few participants to achieve much in the marketplace. Hence the balance of power remains on the side of sellers who continue to exploit Kenyan consumers in the marketplace. The study is premised on the theory of collective behaviour by Smelser (1963) which proposes that structural strains are crucial for the rise and progression of a social movement. Strains include political discontent, economic discontent, social discontent and discontent towards business practices. The purpose of the study was to examine the effect of consumer discontent on consumerism in Kenya through a survey of household consumers in Nakuru County. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households for interview. A pre-designed self-administered questionnaire was used for data collection. Analysis of data was done using descriptive and inferential statistics using Statistical Package for Social sciences (SPSS) version 19.0 Hypothesis test was done using p-values approach at 95 % confidence level. Pearson correlation results indicated a positive association between consumer discontent and consumerism. Regression analysis results indicated a positive relationship between consumer discontent and consumerism. Hypothesis test confirmed that consumer discontent had a significant effect on consumerism at 95% level of confidence. The study concluded that majority of household consumers were highly discontented with business conditions and practices in Kenya. The study recommends that manufacturers, producers and sellers should establish a consumer affairs division that respondents effectively to consumer enquiries and complaints.

Keywords: Consumer discontent, Consumerism