Factors Affecting Purchase Intention of Furniture Products: The Case of Wolaita Sodo Town

Temam Lale Saliya

doi:10.7176/jmcr/80-02

Abstract

The main objective of this study was to assess factors affecting consumers purchase intention of furniture products: A case of Wolaita Sodo town. The study was conducted through descriptive and explanatory research design using primary data gathered through questionnaires. Systematic random sampling technique was employed and samples of 385 consumers of furniture product buyers were used to collect the data. However, only 365 consumers responded to the questionnaires and hence, the response rate was 95 percent. Besides, descriptive statistical tools and inferential statistical methods were used to assess the relationships and differences between variables. The value of R square obtained was 0.786, demonstrates that 78.6 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analysis, all the variables namely price, product quality, product design, product variety and social influence have a positive relationship with the consumers purchase intention of furniture products. Keywords: Purchase intention, Price, Product Quality, Product Design, Product Variety, Social Influence, Furniture products. DOI: 10.7176/JMCR/80-02 Publication date: July 31 st 2021

Highlights

A day’s competitive and changing business environment that the power of retailers and the customers’ demand level is continuously growing, expanding long-term relationship with customers is vital and necessary for the success and survival of producers
Market researchers and organizations spent billions of dollars on consumer research to identify important factors that influence on consumer purchase intention
As the results of the descriptive statistics depicted majority of the respondents agreed with the five independent variables are important factors for customers in order to make for purchasing their furniture products in the study area

Summary

Introduction

A day’s competitive and changing business environment that the power of retailers and the customers’ demand level is continuously growing, expanding long-term relationship with customers is vital and necessary for the success and survival of producers. Different previous studies have shown that the factors play an important role in purchase intention of furniture products. Market researchers and organizations spent billions of dollars on consumer research to identify important factors that influence on consumer purchase intention. A day’s, the competitive market forced producers to produce goods based on consumer wants and needs (Giovanis, 2013). Firms can maintain to survive life it can supply consumer needs and demands with a comprehensive understanding of them. This demonstrates the significance of studying consumer behavior (Hawkins, 2006). This requires understanding consumer behavior which is not so simple. Marketers should consider their customers’ requests, intakes and buying behaviors (Kotler, 2010; Solomon, 2006)

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Conclusion