Factors Affecting Consumers’ Buying Behavior of Mobile Packages Offered by Ethio Telecom The Case of Addis Ababa Customers
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Date
2020-06
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Addis Ababa University
Abstract
Consumer is considered as the principal focus point in a modern business approach and consequently knowing consumers with their buying behavior become a necessity for marketers. Once marketers know who their customers are, they have to try to understand their buying behavior because a firm’s success is largely determined by buyers’ response and reaction to a firm’s marketing strategy. The study of consumers’ buying behavior becomes a necessity since nowadays everything has been revolving around the customer. Mobile package is a service provided by Ethio telecom to its customers with a discounted price and consists of different features including Voice, Data and SMS. In this study the researcher tried to examine and assess the factors which have a significant influence on consumers’ buying behavior of mobile package. In order to carry out a successful marketing activity (product development, pricing, marketing campaign, and distribution) for any product and/or service, it is very critical to understand consumers’ buying behavior. One way of understanding consumers’ buying behavior is by studying factors that will affect their buying behavior. There for this study attempted to identify factors affecting consumers’ buying behavior of mobile packages offered by Ethio telecom with level of influence. The study also tried to identify the most influential factor which affects customers’ buying behavior. In this stud the researcher explains the relationship between affecting factors and customers’ buying behavior of mobile packages. The study was conducted in Addis Ababa. To select the sample representatives, convenience sampling techniques used. The sample size was 384, but only 331 questionnaires are properly filled and used for data analysis. The data were analyzed using statistical package for social science version 20. The major findings of the study were: all the five determinants (price, Package attributes, Personal factors, social factors and psychological factors) have significant impact on consumers’ buying behavior of mobile packages. Price is the major determinants factor which influence consumers’ buying behavior of mobile packages. Price and personal factors have a negative relationship and the rest all of the three factors have a positive relationship with consumers’ buying behavior of mobile packages. Therefore, to make any marketing decisions, Ethio telecom should be focus on these determinant factors especially on price in order to influence its customers’ buying behavior more successfully
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Consumer, Consumers’ Buying Behavior, Mobile Packages