FACTORS AFFECTING CONSUMER PURCHASING BEHAVIOR TOWARDS LOCAL AND IMPORTED REINFORCEMENT BARS IN THE CASE OF SELECTED USERS IN ADDIS ABABA, ETHIOPIA

Abstract

This study was designed to identify and evaluate factors influencing the purchase decision of reinforcement bar users focusing on a set of personal, psychological and product-related factors. Data was gathered from 128 randomly selected respondents who have been constructing private residential buildings in selected sub-cities in Addis Ababa, Ethiopia. The data set was collected using a structured questionnaire designed for the purpose. The study applied qualitative and quantitative data analysis methods, including a logit model and methods for testing the statistical significance of the difference between sample proportions and consistency of user ratings. Findings of the study indicate that there is a strong and significant relationship between personal, psychological and product-related factors and customers decision in purchasing local versus imported brands of reinforcement bars. Results shows that respondent age, level of education, attitude towards product, perceived product quality and price and knowledge about product quality are important factors that significantly influence decisions in selecting alternative brands of reinforcement bars.