The aim of this study was to investigate the factors affecting consumer purchasing decision of durables including smartphone, TVs, cars, and computers. The study was carried out amongst households residing in Mwanza city. The study had three specific objectives. The first objective intends to examine the economic factors affecting consumer purchasing decisions of durables where the second objective was to assess the psychological factors affecting consumer purchasing decisions. The third and last objective was aimed at establishing personal factors. affecting consumer purchasing decision. The study adopted quantitative approach in which data collection from 406 households was done using structured questionnaire. Linear regression analysis was run to establish the relationship between independent variables (economic factors, psychological factors, and personal factors) and the dependent variable (consumer purchasing decision). The findings indicate that economic factors, psychological factors, and personal factors significantly influence the consumer purchasing decision of durables. The present study investigated the influence of economic, psychological and personal factors on consumers’ purchasing decisions of durable goods. Thus, the study proposes future studies to focus on the influence of the same factors on the purchase of perishable goods.