Factors Affecting Consumers’ Purchase Decision of locally Assembled Automobiles in Addis Ababa: The Case of Lifan Motors Automobile
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Yilma, Daniel | |
| dc.date.accessioned | 2019-03-28T06:44:15Z | |
| dc.date.accessioned | 2023-11-04T14:07:41Z | |
| dc.date.available | 2019-03-28T06:44:15Z | |
| dc.date.available | 2023-11-04T14:07:41Z | |
| dc.date.issued | 2018-06-17 | |
| dc.description.abstract | It is very crucial for every automobile company and all stake holder of the industry to have deeper understanding regarding the factors that influence the purchasing behavior of consumers towards the product they offer. The purpose of this paper is to examine the influence of the factors on customers purchase decision making towards locally assembled Lifan automobiles in Addis Ababa. The study used quantitative research approach and structured questionnaire was employed. The hypotheses were also tested on a sample of 353 customers distributed, giving valid response rate of 94.2% percent. The response of questionnaires was analyzed using CronbachAlpha, descriptive statistics, correlation & multiple regressions. The application used to analyze and examine the hypotheses was the Statistical Package for Social Sciences (SPSS) V.20. The finding showed all independent variables(product attribute, brand image ,after sales service, price factor and external factor have a significant correlation with the dependent variable “consumer purchase decision making” with 95% confidence interval & at 0.05 p-value, by scoring a Pearson Correlation Coefficient “R-value” value of .497**, .562**,.419**,.507**,.561** respectively. In this case relatively brand image had a higher strong relationship with consumer purchase decision than the other four independent variables & the linear combination of (independent variables).The R2 explains 54.1% of the variance in customers’ purchases decision. In addition to correlation analysis, further regression analysis was also conducted and the result indicates that all independent variables have significant relation with consumer purchase decision. Finally, as evident from the finding section recommendations were forwarded to lifan Motors Company to focus on building brand image, improving product attribute, excelling the after sales service, and implementing competitive price to capitalize the market opportunity | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17300 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Consumer Behavior | en_US |
| dc.subject | Purchase intention, | en_US |
| dc.subject | Purchase decision | en_US |
| dc.title | Factors Affecting Consumers’ Purchase Decision of locally Assembled Automobiles in Addis Ababa: The Case of Lifan Motors Automobile | en_US |
| dc.type | Thesis | en_US |