FACTORS AFFECTING LAPTOP COMPUTER BUYERS" PURCHASE INTENTION IN ADDIS ABABA

This study was conducted with an objective of identifying factors affecting customers’ purchasing intention for laptop computers in Addis Ababa. Based on the literatures the country of origin, product knowledge, brand awareness, and product quality were conceptualized to identify their effect on purchasing intention. Purchasers in different sales centers were used as respondents. Convenience sampling method was used to find purchasers at sales area. Data were collected from primary sources through questionnaire. The researcher distributed to 384 respondents but 348 questionnaires were collected. The data was analyzed through both descriptive and inferential methods using both descriptive and explanatory research designs. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, inferential analysis was conducted by using Pearson correlation method and linear regression method. The result indicated that product quality, product knowledge, and brand awareness have significant positive effect on purchasing intention. But effect of country of origin is statistically insignificant. Based on the findings the researcher recommends that sellers of the products to improve product knowledge, brand awareness, and import quality bands.