THE EFFECT OF CUSTOMERS PERCEPTION ON PURCHASE OF YIMULU ELECTRONICS TOP UP SERVICE

Abstract

The aim of this study was to examine the effect of customers’ perception on purchase of yimulu electronics top up service. The study was conducted in Butajira ethio telecom. As a recent phenomena, the main concern of the study is to identify what effect perception of customers have on purchase of yimulu electronic top up service since the service is not more than a year age. Both primary and secondary data were collected and used in the study. To obtain primary data both questionnaire and interview schedule used as a tool to collect data from sample of individual (non-business), business persons, government officers and others through Likert scale and secondary data was collected from relevant literatures, reports of ethio telecom offices of butajira and other publications. Data were analyzed through both descriptive statistics and regression model using both qualitative and quantitative data. Independent variables identified in this study are Perceived Product Information, Price Perception, Convenience Perception, Perceived Service Quality and Perceived Desire to Shop Without Sales Person while the dependent variable is Customers Perception on Purchase of Yimulu e-top up. The researcher used stratified sampling initially and finally simple random sampling technique to get accurate and reliable information depends up on only concerned of butajira telecome customers. The study identified that all independent variables have significant and positive correlation with the dependent variable of purchase perception. The study recommended butajira ethio telecom to sell products of Yimulu e-top up with lower prices relative to the manual voucher cards in order to familiarize the product (yimulu), recharging process has to include other features of the application Yimulu e-top up integrating finger printing codes for those who are in need, awareness creation and promotion has to be taken extensively in order to solve the problem of trust of their customers.