AN ASSESSMENT OF DETERMINANT FACTORS OF PURCHASING DECISION TOWARDS LOCAL CERAMICS: THE CASE OF DIYUAN CERAMICS

Abstract

The major purpose of the study was to assess the the determinant factors of purchasing decision towards local ceramics in the case of Diyuan ceramics. In assessing those factors three research questions was raised to meet the general objectives. Non probability convenience sampling technique was used to get the samples of respondents for the study. A qualitative research approach is chosen in order to collect primary data, in this regard Questionnaire were developed and administered to 205 customers of local ceramics out of which 170 were returned. Spss 20 were used in analyzing and interpreting the data and descriptive statistics were used and presented using percentages and tables. The finding of the study showed that consumers of local ceramics purchasing decision is affected by the three factors which are psychological, personal and social factors which indicates that the local manufacturers should make a research to know more about the consumers need and make an assessment on the product it self to overcome the gap .