FACTORS AFFECTING CONSUMERS PURCHASE INTENTION OF SMART PHONES IN ADDIS ABABA ETHIOPIA

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.