Determinants of Mobile Brand Preference on Customer Buying Decision: Evidence From Techno Mobile Shop Owners and Employees in Addis Ababa

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2024-02-04

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A.A.U

Abstract

The main objective of the study was to investigate determinants of customer buying decision in the field of mobile manufacturing, with a particular focus on Tecno Mobile Company in Addis Ababa. Both descriptive and explanatory research designs as well as a quantitative research approach were used to conduct the study. Convenience sampling was used to seleca sample of 285 respondents from Addis Ababa and a structured questionnaire with response rate of 95% was used to collect 270 valid data points. The Statistical Process for Social Sciences (SPSS version 27) was used to conduct statistical analyses. The results were interpreted through descriptive analysis using metrics such as mean and standard deviation.Additionally, regression analyzes and correlations were carried out. The validity and reliability of the instrument were confirmed during the research process. In addition, the basic assumptions for regression and correlation analysis are met. The results of the multiple regression analysis also showed that globalization, personal history, social networks and the symbolic meaning of products all positively influence consumers' purchasing decisions. The two factors that had the largest positive and significant influence on consumers' mobile phone buying decisions were personal history and symbolic meaning of the products, respectively. This study adds to the small body of research on Ethiopia's sectors. How eve the study was limited to Addis Ababa; future research should attempt to examine a wide range of Ethiopian regions. Such studies can help mobile manufacturing companies and neinvestors assess the value of their products and those of their competitors, create marketing plans and strategies, and successfully develop and bring their products to market.

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