Product Marketing Strategies and Consumer Purchase Intentions: A Case of Sports Betting Companies in Nairobi City County, Kenya

Abstract

Consumer behaviour within the betting company is changing at a faster rate evidenced in purchase and consumption pattern. Additionally, internet and globalization have expanded opportunities to the bettors making organizations to expand their marketing beyond their geographic locations in search of consumers. Despite the growth of betting companies, research has been centered on risky behaviour and disorders in gambling with less research on the bettors’ purchase intentions. The purpose of this study was to determine the effect of product marketing strategies on consumer purchase intention, case of Sports Betting Firms in Nairobi City County. Theories of reasoned action, social learning and social marketing guided the research. Descriptive research design was used with a target population of 204 employees of 12 betting firms in Nairobi City County. Yamane sampling formula was used to generate 135 respondents where systematic random sampling assisted with identification of respondents. Semi-structured face to face questionnaire enabled data collection. Pilot study was done in Kiambu County, while content and expert validity assisted in determining the instruments’ validity. Cronbach alpha was used to achieve study’s reliability. Descriptive and inferential statistics were considered in analysing quantitative data while content analysis supported the analysis of qualitative data. Ethical considerations such as confidentiality, voluntary participation and data protection was upheld. The findings showed that product strategy had positive and strong relationship with purchase intention. Product strategy also demonstrated positive and significant effect to purchase intention. It was concluded that product positively affect purchase intention. The study recommended investment in image building to enhance consumer trust in sports betting firms, provision of products and services in line with changing consumer behavior and system improvement to enhance accessibility of betting firms’ products and services. This will lead to positive consumer behavior thereby result to improved purchase intention.