Analyzing Factor Affecting Customer Buying Behavior In The Case Of Tekelehimanot General Hospital

With the intent of studying consumers who are at the core of everything marketers do, this study was directed at the customer buying behavior. Through the development of a conceptual model that contains independent variables factors, this study tried to probe the buying behavior of consumers in medical service buyers. A sample of 367 medical service buyer respondents from Addis Ababa were selected by a purposive sampling method and data was collected through a structured questionnaire intending to identify their factors affecting towards the buying behavior using tri component model. Out of 382 structured questionnaires distributed to respondents 367 were collected, which maintained 95.57% response rate. The results of correlation analysis showed that the five determinants of buying behavior had a positive significant relationship with the buying behavior as well as within themselves. The results of multiple regression analysis also revealed that the five dimensions (Brand,people mix of the hospital, patient experience, consumption time and price and location) have a positive influence on the buying behavior. The selections of the service were made through the consideration of the major aspect of why people are choosing or what are prominent positions to factor affecting customer buying in the hospital. It was hypothesized in this study Brand and Marketing ,people mix of the hospital, patient experience,consumption time and price and location significantly influence buying behavior of medical service buyer in Addis Ababa. Physical evidence of the hospital have omitted from the model this implies that most of respondent it’s not a major focus areas to influence their medical service buying behavior. Data was collected through structured questionnaires from medical service buyer under investigation to put the conceptual model in to the empirical test.The study used descriptive and inferential statistics techniques to analyze the data and arrive at its findings. One interesting finding was the general support for the hypothesized significant positive contribution of all the independent variables on medical service buying behavior in TGH

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