ONLINE BUYING BEHAVIOR AMONG MAASAI MARA UNIVERSITY STUDENTS USING LOGISTIC REGRESSION MODEL

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.