| Abstract: | This study investigates the factors influencing consumers' purchasing intentions of
smartphones in Addis Ababa, Ethiopia. Through a comprehensive analysis of data collected
from 220 respondents, the study examines the roles of brand name, product features, price,
social influence, and retail store image in shaping consumer behavior. Understanding the
intricacies of consumer intention in the smartphone market is essential for businesses seeking
to thrive in a competitive landscape. The findings reveal that while brand name, price and
product features did not significantly affect purchase intentions, social influence and retail
store image emerged as significant factors. Specifically, consumers were influenced by the
experiences and recommendations of others and were swayed by the reputation and
assortment of products offered by retail stores. The study highlights the pivotal role of
interpersonal interactions and the reputational capital of retail outlets in shaping consumer
preferences and purchase intentions These results provide valuable insights for marketers and
businesses operating in the smartphone industry, emphasizing the importance of
understanding local consumer preferences and the impact of social factors on purchasing
intentions. |
