Analyzing Factors Influencing Buying Behavior of Washing Machine:The Case Study of Addis Ababa Condominium
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Date
2018-08-12
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Addis Ababa University
Abstract
Understanding the consumer behaviour helps the marketer to offer a product that qualifies
the value. The objective of the study is to examine factors influencing consumers buying
behaviour of washing machine. This study has covered consumers in condominium resident
area selecting about 384 respondents from different people living in Addis Ababa. Most of
the respondents replied to the questionnaire given to them completely. The questionnaire
consists of two parts. The first part deals with the personal data of the respondents. And the
second part has questions regarding the selected variables affecting the buying behaviour of
the respondents. 368 were valid and used for statistical analysis.This study was conducted by
using four factors (demographic factor, social factor, lifestyle and cultural factor).
Quantitative research approach, explanatory research design and deductive type of
reasoning were employed for this study. As data collection methodology, administered
questionnaire was distributed to the representative of the study. To analyze the collected data
descriptive statistics was used. Demographic factor, social factor and lifestyle were factors
that highly influencebuying behaviour of washing machine. The study revealed that cultural
factor istrivial factor.The study is resumed to enrich existing knowledge on the subject and
serve as a research literature material for subsequent studies on related areas. Regarding its
academic implications, important findings of the research are believed to add on a valuable
input to the marketing field in general.Results from the study are expected to provide
businesses with a variety of ideas for developing their advertising strategies and designing or
modifying products or services.
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Keywords
Demographic Factor, Social Factor, Lifestyle