Factors Affecting Consumers Purchase Intention: A Case of Cosmetics Consumers in Addis Ababa
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Date
2023-06
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Addis Ababa University
Abstract
Cosmetics is among the fastest growing industry globally. The industry is facing a competitive atmosphere as more and more companies entering the market. The swiftly shifting preferences of consumers have created a challenge to the market. To retain current customers and develop new ones, it is vital for companies to know the behavior of their consumers, specifically the different factors that affect their purchase intention. The research was conducted to examine the different factors affecting purchase intention of cosmetics products in Addis Ababa city. With a quantitative research approach, the participant was selected by a convenience sampling method. Three hundred eighty-five self-administered questionnaires were administered to adult consumers in Addis Ababa with only 344 questionnaires were fit for analysis. The correlation analysis demonstrated that purchase intention had significant association with brand awareness, product quality, product price and social influence. Consumers purchase intention was found to have a significant and positive association with brand awareness, and positive association with product quality, and positive association with product price and negative association with social influence respectively. The outcome of the regression analysis showed that only brand awareness has a strong positive effect on purchase intention of cosmetics products. Perceived product quality and perceived product price had no statistically significant effect on cosmetics purchase intention. Social influence has also been found to have a strong effect on purchase intention but in a negative direction. Based on the result of the study, the researcher recommends cosmetic companies to focus on effective brand communication strategies and promote their brand to consumers. This study tried to fill on the existing knowledge gap and divergent discussions around factors affecting purchase intention
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Keywords
Cosmetics, Purchase Intention