Getie Andualem (PhD)Emnet Efrem2025-08-022025-08-022024-04https://etd.aau.edu.et/handle/123456789/5992The main objective of this study was to understand how certain factors in the market affect theconsumer buying behavior of fashion products in Addis Ababa, Ethiopia. This study on the factorsinfluencing buying behavior of fashion products in Addis Ababa, Ethiopia, is significant for severalreasons. It aims to promote economic development by supporting local industries and tailoringproducts to consumer preferences, which can lead to job creation. Additionally, it seeks to enhanceawareness of Ethiopian fashion and foster pride in domestic products. The findings will providevaluable insights for policymakers to develop strategies that support local industries and encouragesustainable practices. This study used quantitative data collected through questionnaires and theresult is analyzed by using a quantitative approach. The primary objective of this study was toinvestigate the factors affecting consumer behavior regarding fashion products in Addis Ababa,Ethiopia, focusing on three variables: Product, Price, and Promotion. Data was collected through an online questionnaire using a five-point Likert Scale, with 384 respondents participating, of which 378provided complete responses. The data was analyzed using SPSS, beginning with reliability andvalidity checks that confirmed the instrument's effectiveness. Correlation analysis confirmed positive relationships between all independent variables and consumer behavior. The multiple regressionanalysis indicated a strong relationship between the variables and consumer behavior, with Productshowing the highest contribution at an R² of 80.8%. Price also significantly influenced consumerbehavior at R² of 75.3%, while Promotion had a substantial effect at R² of 71.5%. Overall, the studyhighlights the critical roles of Product, Price, and Promotion in shaping consumer buying behavior inthe fashion sector. This study aimed to identify the effects of Product, Price, and Promotion onconsumer behavior regarding fashion products in Addis Ababa, Ethiopia. Analyzing responses from378 participants revealed that all three factors significantly influence buying behavior. Consistentwith previous research, the quality of the product emerged as the most critical factor, followed by price, which showed an inverse relationship with purchasing decisions. While promotion also plays arole, it is less influential than product quality and price. Therefore, manufacturers should prioritizeproducing high-quality fashion items across various price ranges, while also considering effectivepromotional strategies to enhance consumer engagement.Manufacturers should prioritize productquality, as it significantly influences buyer behavior. Strategic pricing is essential to offer affordableproducts without compromising quality. While promotion is less critical, it should still be effectivelyutilized. Future research should explore additional factors and demographic influences, and considerlongitudinal studies to track changes in consumer preferences. Expanding studies to other regions ofEthiopia will also provide valuable insights. Keywords: Product, Price, Promotion, Buying Behavien-USThesis