Factors Affecting Consumer Buying Behavior of Fast-Moving Consumer Goods (FMCG) in Addis Ababa: A Case of Laundry Detergents Products
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Date
2021-06
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Addis Ababa University
Abstract
The purpose of this study was to determine the factors affecting consumer buying
behavior of fast moving goods in Addis Ababa, a case of laundry detergents products. An
explanatory research design was used for the study. The population of the study comprised all
consumers of laundry detergents in Addis Ababa. A multi stage cluster sampling was used and
sample size was 384. Out of the targeted 384 respondents, 328 responded. Primary data was
collected using semi- structured questionnaires. Descriptive statistics such as measures of
central tendency, percentages and frequencies distributions were used to analyze and
summarize data. Inferential statistics, correlation analysis was used to identify the relationship
between the independent variables and the dependent variable and regression analysis also used
to see how much influence the independent variables have on dependent variables. The data
gathered from the questionnaire was entered and all the analysis was performed with Statistical
Package for the Social Sciences (SPSS version 20). On fast moving consumer goods on the case
of laundry detergent products, the study found out that different detergents mentioned by the
respondents, with Diva as the most used and followed by Largo and then Sunlight brand.
Regarding the factors influencing buying behavior of laundry detergents; majority of the
respondents indicated that the products were of good quality, widely available, reasonable
price, and of advertised. The study concluded that the buying behavior of laundry detergent
products in Addis Ababa influenced by the product quality, availability, price and advertisement.
The study recommended that manufacturers dealing in these laundry detergents products in
particular and fast moving consumer goods in general, give more attention for consumers buying
behavior and should adopt a strong marketing strategy
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Keywords
Consumer Behavior, Consumer Behavior, Brand Choice