Abstract: Rice is one of the most widely consumed grains in the world, and China and India are the largest consumers due to their huge population. Demand for rice in Kenya is expected to continue increasing, given a projected population growth rate of 2.7% per year. In recent years, competition between local and international brands has been witnessed in the Kenyan rice market. To make things worse, every supermarket in Kenya has its rice private label displayed on the shelves. Among the local brands, Mwea Pishori is the most famous brand. The purpose of this paper was to investigate the factors influencing consumer behavior in regard to choice of rice brands in Kenya. This study adopted a survey and co- relational research design. The study was grounded on a behaviorists' theory....
Keywords: Consumer Behavior, Rice Brands choice, Internal Factors, External Factors, Customer Characteristics and Marketing Factors
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