Abstract: The general objective of this study was to analyze consumer behavior and purchasing decisions in selected Small and Medium Enterprises (SMEs) in Gasabo District, Rwanda. The findings showed that complex buying behavior, habitual buying behavior, and variety-seeking buying behavior had positive and statistically significant effects on purchasing decisions. Habitual buying behavior produced the strongest effect, showing that repeat purchase routines, brand familiarity, and store loyalty strongly shape customer decisions in the selected SMEs. The study concluded that purchasing decisions in Gasabo District SMEs are influenced by both rational evaluation and repeated consumption habits, while variety seeking also encourages product exploration and brand switching. The study recommends that SME managers should provide clear product information, strengthen customer loyalty practices, maintain reliable product quality, and introduce controlled product variety to respond to different consumer behavior patterns.
Keywords: consumer behavior, complex buying behavior, habitual buying behavior, variety-seeking buying behavior, purchasing decisions, SMEs
Title: CONSUMER BEHAVIOR AND PURCHASING DECISIONS IN SELECTED SMALL AND MEDIUM ENTERPRISES IN GASABO DISTRICT
Author: Umwami Rogers, Dr. Irechukwu Eugenia Nkechi
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 14, Issue 2, April 2026 - June 2026
Page No: 550-562
Research Publish Journals
Website: www.researchpublish.com
Published Date: 30-June-2026
