Browsing by Author "Fwamba, Rashid"

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Effects of Gender of the Celebrity on Consumer Purchase Intention of Public University Students.
(Journal of International Business, Innovation and Strategic Management, 2022-06-07) Ochieng, Trizer Awino; Sirai, Sylvia Chebet; Fwamba, Rashid
Celebrities are popular persons due to their physical attractiveness and trustworthiness to the people. Marketers use them for brand advocacy to their targeted consumers by enhancing awareness and credibility. Several previous researches have demonstrated that this as a promotion platform causes positive influence on purchase decision and intentions of many customers more so for new market entry brands. As such, the present study examined the effect of Gender of celebrity on consumer purchase intention of public university students in Western Kenya and employed Proctor &Gamble’s Ariel detergent as the study object. The study was anchored on the source attractiveness model, and the dual entertainment model. All the 57,715 students of the public universities in Western Kenya, were targeted, this includes: Masinde Muliro University of Science and Technology, Kibabii University, and Maseno University. The study used disproportionate stratified simple random sampling to sample 397 students of the three picked public Universities in Western Kenya, purposive sampling was utilized to sample three Ariel merchandisers promoting Ariel detergent in the three major towns in Western Kenya where the universities are located (Kakamega county, Bungoma county and Kisumu County). Data was then gathered through structured questionnaires and interview schedules. Reliability was tested using Cronbach (Alpha – α) which found out that the tool was valid and reliable. Both descriptive (means, standard deviations and frequency distribution) and inferential analysis (Pearson correlation and linear regression models) were utilized. The investigation uncovered that gender of the Celebrity had a statistically significant influence on consumer purchase intentions of public university Students in Western Kenya; b= 0.415, p-value = 0.000 < 0.05. The study concluded that gender had significantly strong positive causal influence on the customer purchase intentions.
Influence of Inter-Group Conflict on Implementation of County Government Projects in Busia County, Kenya
(Journal of International Business, Innovation and Strategic Management, 2021-06-08) Sirai, Sylvia Chebet; Fwamba, Rashid
Management of organizational conflicts has become essential in the implementation of projects in both National and County Governments in Kenya. It is therefore important for continuous research studies in this area given its’ importance to national development. The purpose of the study was to establish the influence of inter-group conflict on implementation of County Government projects in Busia County. The study adopted Descriptive design with a target population of 127 employees of Busia County. The sample size of 127 was selected using census technique. Questionnaires were the main data collection instrument. The raw data was analyzed using descriptive statistics such as frequency and percentages while inferential statistics such as regression and correlation analyses were used to determine the relationship between the study variables. The findings were presented in tabular form. The findings of the study showed that inter-group conflicts had positive, linear and significant (p-value of less than 0.05) influence on the project implementation of County Government of Busia. The conclusions of the study indicated that inter-group conflicts explained 12.1% of variance in the project implementation of County Government of Busia. That is explained by inter-group conflict that accounted for 13.4% variations in the project implementation of County Government of Busia. The study recommends to the management of the County Government of Busia to invest more and train its staff on influence of inter-group conflicts and how these affect implementations of the projects. Organizations should come up with strategies on handling inter-group conflicts since it has adverse influence on the implementation of projects in the County Governments in Kenya