Factors Affecting Consumer Preferences of Domestic Furniture in Ethiopia: Evidence from Some Selected Shops Around Gurd Shola, Addis Ababa
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Date
2022-06
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Addis Ababa University
Abstract
Introduction: A consumer preference is a tendency of consumer to choose one product over the other. Consumers’ behavioral factors such as social, personal and Psychological factors affect consumers on their purchase decisions. Objective: the objective of this study is to address the factors affecting consumer preferences of domestic furniture in Ethiopia: the case of Addis Ababa. The study addressed five basic research questions: Does quality affect or not Consumer Preferences of Domestic Furniture? Does design affect or not Consumer Preferences of Domestic Furniture? Does price affect or not Consumer Preferences of Domestic Furniture? Does availability/accessibility of the product affect or not Consumer Preferences of Domestic Furniture? Does adverting affect or not Consumer Preferences of Domestic Furniture? Research Methods: quantitative and qualitative data were utilized from primary and secondary data. Convenience sampling technique was employed to select sample respondents from furniture. After that the quantitative data were analyzed using descriptive statistics such as mean, standard deviation, frequency, pie chart and figures. Furthermore, the researcher used one sample t- test to know the significant effect of product attributes on domestic furniture consumer preference. Results: finding of the study depicted that domestic furniture quality, design, availability and advertised have a significant effect on consumer preference of domestic furniture at the significant level of 0.05/0.01. Conclusions: the study concludes that most of the respondents didn’t prefer domestic furniture due to the quality problem of the product they need. Recommendations: The study recommended that the furniture manufacturers and the government try to solve unavailability problem of raw materials which extremely affects the furniture production.
Keywords: Advertising, Availability, Design, Price, Quality