Factors Affecting Consumers Purchase Decision Of Locally Assembled Automobiles In Addis Ababa The Case Of Lifan Motors Automobile

It is very crucial for every automobile company and all stake holder of the industry to haverndeeper understanding regarding the factors that influence the purchasing behavior of consumersrntowards the product they offer. The purpose of this paper is to examine the influence of thernfactors on customers purchase decision making towards locally assembled Lifan automobiles inrnAddis Ababa. The study used quantitative research approach and structured questionnaire wasrnemployed. The hypotheses were also tested on a sample of 353 customers distributed, givingrnvalid response rate of 94.2% percent. The response of questionnaires was analyzed usingrnCronbachAlpha, descriptive statistics, correlation & multiple regressions. The application used tornanalyze and examine the hypotheses was the Statistical Package for Social Sciences (SPSS)rnV.20. The finding showed all independent variables(product attribute, brand image ,after salesrnservice, price factor and external factor have a significant correlation with the dependentrnvariable “consumer purchase decision making” with 95% confidence interval & at 0.05 p-value,rnby scoring a Pearson Correlation Coefficient “R-value” value of .497**,rn.562**,.419**,.507**,.561** respectively. In this case relatively brand image had a higherrnstrong relationship with consumer purchase decision than the other four independent variables &rnthe linear combination of (independent variables).The R2 explains 54.1% of the variance inrncustomers’ purchases decision. In addition to correlation analysis, further regression analysis wasrnalso conducted and the result indicates that all independent variables have significant relationrnwith consumer purchase decision. Finally, as evident from the finding section recommendationsrnwere forwarded to lifan Motors Company to focus on building brand image, improving productrnattribute, excelling the after sales service, and implementing competitive price to capitalize thernmarket opportunity

Get Full Work

Report copyright infringement or plagiarism