Psychological And Economic Factors Influencing Consumer Buying Behavior In The Selection Of Real Estate In Addis Ababa
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Date
2020-06
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Addis Ababa University
Abstract
An understanding of consumer behavior is essential in planning and programming the
marketing system. Housing is the layout and development of residential units in which
people can live in pleasant, peaceful, sustainable and healthy surrounding with social,
cultural and recreational facilities and communities maintaining a decent life, a vibrant
local economy and a healthy community. It is a social unit planned on neighborhood or
community Principles and is an integral part of the nation’s economic development.
The objective of this study is to determine the psychological and economic factors that
influence the consumer buying behavior in the selection of real estate in Addis Ababa.
The theory explained various consumer behavior models and their arguments. A
quantitative research design has been selected as the most suitable method to collect the
data from the targeted respondents for this study. A response of 390 sets of
questionnaires has been distributed and 382 questions were received from the
respondents. Descriptive frequency and percentage have been conducted to explore the
demographic characteristics of the target respondents. Using Multiple Linear Regression
model, this research is useful to examine the relationship between the independent
variables to the dependent variable (consumer behavior) after meeting all the given
assumptions successfully. Statistical Package for Social Science (SPSS) version 22 was
used to generate the actual results. The result has identified that motivation, attitude,
family income and saving as a basic influencing factors and examines each factor on the
extent of their effect on consumer buying behavior while selection real estate. The
finding reveled that all considered variables had a positive significant effect except
motivation
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Keywords
consumer Behavior, Psychological factor, Economic factor