Factor Affecting Purchase Decision Of Consumer On Onion Vegetable Product: A Case Of Toke Kutaye Woreda, Oromia, Ethiopia

Abstract

Onion vegetables have great economic value for the agribusiness sector. The purpose of this study was to determine the Factor affecting purchase decision of consumer on onion vegetable product in West Showa Zone Toke Kutaye woreda. When one consumer buying high price vegetable product, it is only competition for other consumers to feel out of market as a result, and their buying vegetable product was begin to decline as well. As a results adequate consumer behaviour also creates unstable marketing price with vegetables product. This study was using mixed research approach. Stratified random sampling and snowball sampling it was used to selected consumer from Toke kutaye woreda trading officers. From 119999 total population 365 respondents were selected Sample sizes from Mutulu, Gorosole, Toke Irensa and Guder market town. Questionnaires and interview were used to collect data. The multiple linear regression method using the SPSS software 29 was used to analyze the data. Findings of this study revealed that; Age, lifestyle, Role and status, attitude, belief, personal income, market size, population density and family income affect the consumer behaviour onion vegetable product positively. It was also revealed that the gender and motivation affects the consumer behaviour of onion vegetables products negatively. The study concluded that there are problems facing the consumer behaviour while buying onion vegetables product. Based on the study it is recommended that government need to develop their strategic sales locations with Affordable price, advice consumer purchase legally permitted from licensed vendors, authorized bodies control market prices in order to lessen price fluctuation, create effective advertising campaigns that resonate with consumers’ needs, desires, and beliefs.