Andinet Worku (PhD)Getahun Tilahun2024-03-052024-03-052022-06https://etd.aau.edu.et/handle/123456789/2156The study was focused on factors influencing consumers' buying behavior of locally manufactured tyres: The case of Horizon Addis Tyre. To attain this research objective, quantitative data were collected from 384 respondents who are consumers of tyres. But out of the 384 questionnaires distributed 340 were usable, this represents a response rate of 88.5%. The study used an explanatory research design was applied to identify any causal links between the research variables. This research examined if price, quality, availability, promotion, Brand Awareness, and country of origin have a relationship with consumers’ buying decision of locally manufactured tyres. The study used both descriptive and inferential statistics. Purposive and convenience non-probability sampling techniques were used in this study. The statistical Package for the Social Sciences (SPSS) version 25 was used to examine quantitative data. The result of multiple regression analysis shows that price, availability, product quality, and promotion shows have a positive and significant influence on consumers’ buying decision of locally manufactured Horizon Addis Tyre. However, Brand Awareness and country of origin have no statistically significant effect on consumers’ purchase decisions. The study concludes that manufacturers and retailers of tyre in Addis Ababa should pay more attention to their price, availability, product quality, and promotion are influences on consumer buying decisions. Therefore, it is suggested that the study is expected to provide company stakeholders with a variety of ideas for a better understanding of their consumers, which will help them develop and implement effective strategic plans and marketing strategies. The implications of this research for marketing practitioners are discussed in the article. KEY WORDS: Price, Product Quality, Availability, Promotion, Brand Awareness, Country of Origin, Consumer Buying Behavioren-USThesis