Factors That Can Influence Buyer’s Buying Decision of Locally Assembled Truck in Ethiopia: Case of Sinotruk
| dc.contributor.advisor | Amare Abawa (PhD) | |
| dc.contributor.author | Nura Godana | |
| dc.date.accessioned | 2025-03-06T14:05:53Z | |
| dc.date.available | 2025-03-06T14:05:53Z | |
| dc.date.issued | 2023-06-11 | |
| dc.description.abstract | It is very essential for companies in truck industry to have clear understanding of the factors that influence the purchase decision of locally assemble trucks. The main objective of this research is to investigate factors that can influence purchase decision towards locally assembled Sinotruk. This research used Mixed methods research. Mixed methods research collects and combines quantitative and qualitative data into a single study, which may lead to a more thorough knowledge of the topic being studied. This research used independent variables (reference group, price factor, quality, aftersales service and perceived risk) and dependent variable which is purchase decision. To answer research question and to meet the objective of the research both quantitative and qualitative was used. Quantitative research was done first, and then to answer some of unexpected research findings in quantitative result, qualitative research was used. A total of 200 questionnaires were distributed for quantitative research, and only 170 were returned. From 170 only 154 were usable for statistical analysis. 10 interviews were done for qualitative analysis. The research findings showed that reference group had positive and significant effect (with effect of β=0.573) on variation of dependent variable (purchase decision). Availability of after sales service had positive and significant effect on purchase decision (with effect of β=0.253). Quality attitude toward locally assembled Sinotruk affect purchase decision positively and significantly (with effect of β=0.167). while independent variables (price factor and perceived risk) had insignificant effect on purchase decision. Keywords: Reference Group, Price Factor, Quality, Aftersales Service and Perceived Risk Purchase Decision | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/4948 | |
| dc.language.iso | en | |
| dc.publisher | A.A.U | |
| dc.title | Factors That Can Influence Buyer’s Buying Decision of Locally Assembled Truck in Ethiopia: Case of Sinotruk | |
| dc.type | Thesis |