Factor Influencing Consumer Purchasing Decision in the Selection of Real Estate in Addis Ababa
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Date
2021-06
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Addis Ababa University
Abstract
The purpose of this study was to examine factors influencing consumer purchasing decision in
the selection of real estate companies in Addis Ababa. The researcher has studied the influence
of, Distance (nearness to a city, school, transport accessibility, public transportation, distance
from Hospitals), Environment (exposed to noise, nice environment, safety, air pollutants, near to
playground), Demography (income, age, gender, occupation), Building Structure (size of living
area, design and layout, internal and external structure, privacy and number of room) on
consumers purchasing decision of real estate. In order to collect the data, survey questionnaire
was distributed to 384 consumers who have actually bought and currently living in the houses.
Descriptive frequency and percentage have been directed to investigate the segment qualities of
the objective respondents.. Using Multiple Regression model, this research is useful to examine
the relationship between the four independent variables (Distance, Environment, Demography,
and Building Structure) to one dependent variable (purchase decision) after gathering all the
given assumptions successfully Statistical Package for Social Science (SPSS) version 26 was
used to generate the actual results. The major findings of the study were: all the four factors
(Distance, environment, Demography and building structure) have significant impact on
consumer purchasing decision. Distance is the major determinants factor which influence
consumers purchasing decision. Therefore, to make any marketing decisions, Real Estate
Company should be focused on these key determinant factors
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Keywords
purchasing decision, distance, environment