DETERMINANTS OF BUYING BEHAVIOR OF CUSTOMERS: THE CASE OF SHOA SHOPPING CENTER IN ADDIS ABABA

Abstract

This study focused to examine Determinants of Buying Behavior in the case of Shoa Shopping center. Consumer behavior involves the psychological process that consumers go through in recognizing needs, finding ways to solve these needs by making purchasing decisions. Thus, two variables were demonstrated, dependent and independent. The student researcher chose casual/experimental research method to study the effect of independent variables (marketing mix elements, determinants of purchasing behavior and plastic money-debit card) on dependent variable-buying behavior. In order to make quantitative analysis the student researcher uses SPSS model. Provide insight to make analysis. The correlation matrix indicated that purchasing behavior have positive relation with the above mentioned independent variables. The regression model result indicated that independent variable explain 50.5% of the variance of independent variable. According to the analysis, marketing mix element has more correlation effect on dependent variable. Based on the findings the researcher recommended to provide more focus on marketing mix elements and dynamic nature of buying behavior of customers.