Factors Affecting Purchase Intention of Furniture Products: The Case of Wolaita Sodo Town

Abstract

The main objective of this study was to assess factors affecting consumers purchase intention of furniture products: A case of Wolaita Sodo town. The study was conducted through descriptive and explanatory research design using primary data gathered through questionnaires. Systematic random sampling technique was employed and samples of 385 consumers of furniture product buyers were used to collect the data. However, only 365 consumers responded to the questionnaires and hence, the response rate was 95 percent. Besides, descriptive statistical tools and inferential statistical methods were used to assess the relationships and differences between variables. The value of R square obtained was 0.786, demonstrates that 78.6 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analysis, all the variables namely price, product quality, product design, product variety and social influence have a positive relationship with the consumers purchase intention of furniture products.