Factors Affecting Consumer Buying Behavior of Fast-Moving Consumer Goods (FMCG) in Addis Ababa: A Case of Laundry Detergents Products

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Addis Ababa University


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



Consumer Behavior, Consumer Behavior, Brand Choice