To Study the Factors Affecting Consumers Purchase Intention Towards Laptops Among Students ian Ethiopia

Abstract

The study aims to investigate the factors influencing the intention to purchase laptops among students in Ethiopia. The researcher employee a descriptive and explanatory research designs with a quantitative approach; data was collected from 375 postgraduate students through a questionnaire. The analysis encompassed various statistical methods, including newlinefrequency, percentage, mean, standard deviation, correlation, independent sample t-test, Analysis of Variance (ANOVA), and multiple linear regression. The findings underscore the flow in student laptop usage, offering unprecedented flexibility and mobility in academic endeavors. Notably, the portability of laptops emerged as a pivotal feature valued by the majority, enabling seamless work integration across diverse locations. The study identified the determinants of purchase intention, encompassing product price, product features, social influence, advertising, and brand name. Pricing considerations emphasized the necessity for laptops to strike a balance between cost-effectiveness and quality assurance. Additionally, customers prioritized specifications such as advanced processors, enhanced memory capacity, lightweight design, superior camera resolution, and extended battery life. Effective advertising strategies, customized promotional tools, and prudent budget allocation significantly influenced purchase intentions. The study also highlighted the importance of brand reputation and international recognition in consumer preferences. Social influence, comprising recommendations from peers, family, retail personnel, and societal trends, emerged as a substantial factor guiding laptop purchasing decisions. In light of these findings, newlineit is recommended that manufacturing companies uphold competitiveness by consistently delivering high-quality products at reasonable prices to sustain their market position.