Browsing by Author "Eshetu, Tsige"

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    Factors Affecting Consumers Preference and Decision Making of Furniture Brand in some Selected Furniture PLC
    (Addis Ababa University, 2018-09-14) Eshetu, Tsige; Mesfin, Tewodros (PhD)
    The main objective of this study was to investigate furniture consumers, brand preference and decision making comparing Finfine Furniture Factory (3F), Deluxe and Wanza with locally assembled furniture factory brands. In order to find out the brand preference of consumers and decision making, the study considered four factors namely social, personal, and psychological and brand attributes. To assess the factors influence, a sample size of 250 was selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 22 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive analysis. The analysis revealed that personal, social, psychological and brand were the major factors influence for a furniture purchasing decision among the consumers. In addition, friends or family and the neighbors’ were the major sources of information from where consumers get to know new furniture brands. Finally, consumer behavior attribute were more influential in consumers brand preference than brand attribute dimensions. In general, 3F, Deluxe and Wanza manufactures and local furniture companies should focus on building their social, personal and psychological equity.