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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. |
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