Factors Affecting Consumer Purchase Decision Behavior towards Smartphone: The Case of Bahir Dar City

Minale Desta

dc.contributor.author	Minale Desta
dc.date.accessioned	2021-08-20T09:10:25Z
dc.date.available	2021-08-20T09:10:25Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12529
dc.description.abstract	The purchasing decision requirements for smartphones have been greatly influenced by globalization and making it extremely difficult to analyze and interpret. Currently, Ethiopian consumers have the privilege to examine many smartphone brands and purchase decisions becomes very complex to consumers and little is known about how to evaluate different Smartphone imported from different countries. Now, research on consumer purchase decision behaviour towards smartphones is still under investigation in Ethiopia, particularly in the study area. The main objective of the study was to identify the influencing factors that affect consumer purchasing decisions behaviour towards smartphones in Bahir Dar city and investigate how the Brand name, Product feature, Country-of origin image, Price, and Social influence affect consumer purchase decisions. A quantitative study was employed with descriptive and explanatory design. Different theories like self-concept theory and stimulus-response theory were used. A survey method was used to collect the data from respondents by using convenience sampling techniques. A sample of 385 was taken and analyzed by descriptive and inferential statistical techniques. Correlation analysis and multiple regression were used to examine the relationship and to identify the effect of explanatory variables on consumer purchasing decisions behaviour. The regression analysis confirms that 69.2% of the explored variables explained the dependent variables. The findings revealed that social influence, product feature, and brand name were statistically significant and positively affecting smartphone purchase decisions. On the other hand, the country-of-origin image has a statistically insignificant effect while the price has a statistically significant and negative effect on consumer purchase decisions. The study recommends that smartphone manufacturers and marketers should concentrate on the three determinant variables that have the greatest influence on consumers' smartphone purchasing decisions and place greater emphasis on their marketing strategy.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Factors Affecting Consumer Purchase Decision Behavior towards Smartphone: The Case of Bahir Dar City	en_US
dc.type	Thesis	en_US