Abstract:
ABSRACT
Primarily, the project has focused on finding out the Online Buying trends
and behavior of Maasai Mara university consumers with an age range of 18- 25
years. The proposed primary objective of the study was further divided into
secondary objectives with an aiming of finding detailed information on the
research topic. Precisely, information regarding buyer’s buying frequency, average
spending, and famous product purchase was gathered. Since the objectives were
quantifiable, a quantitative explanatory research approach was implemented. The
research targeted 120 respondents that fall in different buying categories. Data was
collected using questionnaires and focused group interviews, then coded for
analysis. The questionnaire was constructed with well-structured questions that
answer the set objectives. Convenient data collection and random sampling was
used to identify respondents. Ever purchased was set as the dependent variable,
and that was explained using the other independent variables. Further, data analysis
was conducted using the SPSS software and STATA, where basic descriptive
statistics, frequency tabulations, and cross tabulations performed to identify
relationships. Additionally, ANAOVA and Logistic regression calculations were
adopted in the analysis process. Further, respondents were categorized into three
distinct categories namely Unsure Surfer, Mail Shopper, and Confident Online
purchaser for easy discussion.
