Factors Affecting Consumers Purchasing Decision Of Smart Phones: In Addis Ababa Ethiopia

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Addis Ababa University


This study was conducted with an objective of identifying factors affecting purchase decision of consumer, a case of smart phone in Addis Ababa. To address this objective, factors such as brand name, price, product feature, social influence and retail store image were used as independent variables. This study used both descriptive and explanatory research designs. Purposive and random sampling methods were used. Data were collected from primary sources through questionnaire analyzed through both descriptive and inferential methods. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, inferential analysis was conducted by using linear regression method. This study has identified the significant effect of the factors used in the study on consumers’ purchase decision for smart phones in Addis Ababa. Regarding the individual factors, the study has found out positive and significant effect of brand name, product feature and social influence at a significance level of 0.01. But effects of price and retail store image are insignificant in affecting purchase decision for smart phone in Addis Ababa. Based on the findings the researcher recommends that smartphone sellers to supply popular brands, aware product features and convince the buyers based on right information



consumers’ purchase decision, smartphones