Pricing strategies and consumer post purchase behaviour for laundry detergents products among tuskys supermarket customers in Nakuru Town, Kenya Cherubet Changeiywo Christine1, Dr. Anyieni Abel2 1MBA Student, School Of Business, Kenyatta University 2Lecturer, School Of Business, Kenyatta University. P.O Box 21677–00100 GPO, Nairobi, Kenya Online published on 5 August, 2019. Abstract Universally, retail sector plays an essential role in any country's economic growth. The sector has however been affected by globalization, competition, market development, among other factors. The post purchase behaviour in Kenya retail sector has continued to raise concerns despite efforts made by supermarkets to satisfy their customers. The researcher sought to investigate the influence of pricing strategies on consumer post purchase behaviour for laundry detergents products among Tuskys supermarket customers in Nakuru town, Kenya. The specific objectives of the study investigated the influence of penetrative pricing on customer post purchase behaviour for laundry detergents products among Tuskys supermarket customers in Nakuru town, Kenya, established the effect of competitive pricing on customer post purchase behaviour for laundry detergents products among Tuskys supermarket customers in Nakuru town, Kenya and determined the influence of price skimming on customer post purchase behaviour for laundry detergents products among Tuskys supermarket customers in Nakuru town, Kenya. The study anchored on appraisal theory and supported by other two theories namely: Cognitive Dissonance Theory and Expectation Confirmation theory. A descriptive, cross-sectional and explanatory research design was used. The target population in this study was the 76, 686 registered customers of Tuskys supermarket. Sampling size was 398 customers selected systematically from the Tuskys supermarket. Primary data was collected using questionnaires. Quantitative data was analysed using both descriptive and inferential statistics, in descriptive statistics data was summarised using percentages, mean and standard deviation while in inferential statistics, multiple regression analysis method was used. All the analysis was done using SS. Content analysis was used for qualitative data. The findings indicate that there is a significant positive effect between pricing strategies and consumer post purchase behaviour. Furthermore, the findings supported the theoretical foundations of the appraisal theory that customers tend to respond positively when laundry product prices are lowered. The study recommends that there is a need for managers in Tuskys to use different pricing strategies to improve consumer post purchase behaviour. The study further suggests that future research should focus on extending the study to other sectors for further support of generalisation of findings in all sectors. Top |