Online Buying Behavior Among Maasai Mara University Students Using Logistic Regression Model

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.

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