Factors Influencing Consumer Purchasing Decision The Case Of Dukem Niger Seed Oil Of Addis Ababa

This study was conducted with an objective of identifying factors influencing purchase decision of consumer, a case of Dukem Niger Seed Oil. To address this objective, factors such as Income level, Life style, Reference Group, price, and product quality were used as independent variables. This study used both descriptive and explanatory research designs. Purposive and random sampling methods were used. Data were collected from primary sources through questionnaires and analyzes through both descriptive and inferential method. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, inferential analysis was conducted by using linear regression method. This study has identified the significant influencing factors used in the study on consumers’ purchase decision of Dukem Niger Seed Oil. Regarding the individual factors, the study has found out positive and significant influence of Life style, Reference group, and price and product quality at a significance level of 0.01. But the income level are insignificant in influencing purchase decision of Dukem Niger Seed Oil. Based on the findings the researcher recommends that the company should focuses on the customer life style and consumer are highly influenced by word of mouth. The pricing strategy should be set based on the market analysis considering competitors, also the quality of product should be consistence

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