Factors Affecting Consumers' Purchase Decisions of Mobile Phone Brands a Study on Ethio Telecom Residential Sales in Addis Ababa
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Date
2023-06
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Addis Ababa University
Abstract
the primary goal of this study is to empirically analyze factors affecting consumers' purchase decisions of mobile phone brands in Ethio telecom residential sales Addis Ababa. given the rapidly expanding market for mobile phone and the fierce competition that exists in this space, retailers, traders, and manufacturers face a challenge in clearly understanding the factors that affect consumers' purchase intentions. The researcher used a descriptive and factor analysis survey to achieve the broad objectives, in which the relationship between the dependent variable (purchase decision) and the explanatory variables (price, quality, brand awareness, brand loyalty and social influence) was statistically examined. The information was gathered from 383 respondents using a survey questionnaire using convenience sampling techniques. All of the explanatory variables were discovered to be statistically significant influences on the decision to purchase a mobile phone brand, according to the regression results. In order to improve their market, share and profitability, Ethio telecom residential sales division should place a high priority on factors such as price, quality, brand awareness, brand loyalty and social influence
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