"Determinants of Consumers' Buying Behavior towards Fast Moving Consumer Goods (FMCG) in Dire Dawa Administration": The case of personal care products.

The purpose of this study is to examine Determinants of consumers’ buying behavior towards fast moving consumer goods (FMCG) in Dire Dawa administration the case of personal care products. This study employed both descriptive and explanatory research design to examine determinants of consumers’ buying behavior. The study used mixed research approach (quantitative and qualitative). A self-administered questionnaire instrument was used and distributed to individual consumers who were regular users of personal care products in Dire Dawa administration to meet the main objectives. The study was used 384 individual who regular users of personal care products, who could provide relevant and reliable information. Consumer buying behavior was treated as the dependent variable, and age, gender, income, quality, price, availability, and promotion treated as independent variables. Using SPSS software version 26 for data analysis, descriptive statistics such as frequency, percentage, mean, standard deviation, and Pearson correlation were used, as well as inferential statistics. The overall, results revealed that all independent variables accounted for 54% of the variance in consumers buying behavior (R2 = 0.54). Thus, 54% of the variation in consumers buying behavior can be explained by the four determinants of consumers buying behavior and other unexplored factors may consumers buying behavior which accounts for about 46%. Promotion was found to be a significant determinant of buying behavior in FMCG subcategories, but there are still differences between determinants. Promotion is important for marketers to gain new customers, so marketers should focus on promotion, especially on social media.