Factors Influencing Customers' Purchasing Decisions in the Case of Addis Ababa Automobile Buyers
| dc.contributor.advisor | Meskerem Mitiku. (Asst. Prof) | |
| dc.contributor.author | Samuel Dagne | |
| dc.date.accessioned | 2025-06-16T07:42:37Z | |
| dc.date.available | 2025-06-16T07:42:37Z | |
| dc.date.issued | 2025-03-14 | |
| dc.description.abstract | Understanding consumer purchasing behavior is essential for businesses operating in the automotive sector, particularly in dynamic and evolving markets like Addis Ababa. This study examines the key factors influencing automobile purchasing decisions among consumers in Addis Ababa by analyzing variables such as brand image, broker influence, vehicle resale value, price and affordability, and operating costs. A descriptive and explanatory research design was employed to analyze both the characteristics of consumer behavior and the relationships among key factors. The study adopted a quantitative research methodology, utilizing structured questionnaires to collect primary data from 384 respondents selected through a convenience sampling technique. Secondary data were gathered from academic journals, market reports, and prior research studies. The collected data were analyzed using SPSS software, employing correlation and regression analyses to examine relationships between the variables and test hypotheses. The study’s findings reveal that brand image plays a significant role in shaping consumer preferences, with well-established brands fostering greater trust and perceived reliability. Price and affordability emerged as crucial determinants, as financial constraints and budget considerations heavily influence purchasing decisions. Additionally, brokers significantly impact the decision-making process by providing market information, negotiating deals, and influencing consumer perceptions sometimes leading to biases. Vehicle resale value was also found to be an important factor, as buyers consider the long-term financial implications of their purchase. Furthermore, operating costs, including fuel expenses and maintenance, influence consumer choices, with a preference for cost-efficient vehicles. The study highlights the unique economic and social dynamics affecting the automobile market in Addis Ababa and provides valuable insights for industry stakeholders, including automobile dealers, marketers, and policymakers. The findings contribute to the existing body of knowledge on consumer behavior and offer strategic recommendations to enhance transparency, market efficiency, and customer satisfaction in Ethiopia’s automotive industry | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5574 | |
| dc.language.iso | en | |
| dc.publisher | AAU | |
| dc.title | Factors Influencing Customers' Purchasing Decisions in the Case of Addis Ababa Automobile Buyers | |
| dc.type | Thesis |