Factors affecting the Customer’s Intention to Buy Medical Device in Ethiopia
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Date
2024-06-08
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A.A.U,
Abstract
This academic work was aimed to investigate factors that affect purchase intention in medical devices specifically ultrasound. Four independent variables (brand name, price, perceived product quality, promotion) were used. The research is a Quantitative research in which 384 survey participant who are customers of ultrasound were chosen using a convenience sampling technique, and information was gathered using survey questionnaire with the goal of identifying respondents' intent to purchase ultrasound. The analysis was done using SPSS V20 using multiple regression, correlation and ANOVA. The result is that all the factors of purchase intention in this study are positively correlated while the three factors (brand name, perceived product quality, promotion) are positively related to purchase intention and significantly, while price was found to influence purchase intention negatively and significantly. Among independent variables, brand name has a strong influence on purchase intention of ultrasound followed by perceived product quality, price & promotion. Thus, it recommended to build a strong brand name first then work on the quality of our products so that sales will increase.
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Keywords
Brand name, Perceived product quality, Price, Promotion, Purchase intention, Ultrasound