Factors Affecting Buying Behaviour of Rural Consumers in Dilla, Ethiopia

ARUN KORATH; SANGHEETHAA SUKUMARAN; Berhanu Getinet

CALL FOR PAPERS : Feb-2026

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25-Feb-26

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Factors Affecting Buying Behaviour of Rural Consumers in Dilla, Ethiopia

Author(s):

ARUN KORATH , Dilla University; SANGHEETHAA SUKUMARAN, DILLA UNIVERSITY; Berhanu Getinet, Dilla University

Keywords:

Buying behavior, factors

Abstract:

The study is done to identify the factors affecting buying decisions of rural consumers and whether importance of these factors varies with age and income of respondents. The factors taken into consideration by the rural consumers for purchasing a commodity are price, quality, warranty, advertisement, brand, friend’s recommendations, family members recommendation and packaging. It was found that factors have an impact on rural consumer and it varies with age and income. Importance of all factors in buying behaviour of rural consumer found increasing trend with increase in their age and income. The effect of price and quality on buying behaviour of rural consumer increases significantly with increase in age and income. Advertisement and brand of products found significantly very important to high income rural consumers than lower income consumers. Friends and family members’ recommendations had significantly more impact on buying decisions of lower income consumers than high income consumers. Packaging had significantly more impact on buying decision of lower income consumers than high income consumers.