GIRMAY TEAMIR2025-08-072025-06-11https://repository.mu.edu.et/handle/123456789/79510.82589/muir-70610.82589/muir-70610.82589/muir-706Groundnut is economically important oilseeds grown in Ethiopia This crop most of the time grown as a food crop and a cash crop by smallholder farmers in the study area. The area has potential to the production of Groundnut for food and nutrition security as well as export. However, shortage of suitable environment imposes biggest obstacles to its production. To this end, the experiment was conducted in Abregele district five kebeles Hadnet, Lemlem, Enda Rufael, Negedebirhan, Gera.The aim of the study was to evaluate and identify the adaptable, best performing variety in agronomic traits and high yielding at study area. The study also considered four measurements of brand awareness such as recognition, recall, Top of the mind and Dominant to measure the customer buying decision behavior of groundnut products in Tigray region. The researcher uses quantitative research design, among the various quantitative methods, the researcher used explanatory study, where emphasis is given on studying a situation or a problem in order to explain the relationship variables. 183 groundnut consumers are selected from the total ground nut producers, merchants and consumers. the Pearson correlation test conducted between customer buying decision and brand awareness, there is a strong relationship between them. The regressions result showed that, the linear combination of all the components of brand awareness takes into account that the present study was significantly affected to the variance, except Dominant. The ANOVA test result also confirmed that, the prediction power of brand awareness is found to be statistically significant. From the beta coefficient result, the researcher found that, recognition is found to be the most important variable in predicting the dependent variable customer decision making, followed by top of the mind, recall and Dominant. Finally, the researcher concludes that brand awareness about groundnut has a significant positive effect on improving export performance of the groundnut and customer decision making.enBrand AwarenessRecognitionRecallTop of the MindDominant and customer decision makingThesis