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Seminar paper from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Wollo University (Business and Economics), course: Marketing Management, language: English, abstract: The objective of this study was to investigate the barrier factors of seat belt use on public transport services in selected city administration in Amhara region. This study used simple random sampling technique to select 223 samples whereas data was collected with the help of questionnaire and personal observation. In order to analyze data, descriptive statistics with the help of SPSS 16.0 version were used. The findings of the study show that more than 83,5% of the drivers are using seat belt with different reasons. Furthermore, there is a significant relationship between perceived susceptibilityand severity of road traffic accident, perceived benefits of seat belt use and cues to action with seat belt use. On the other hand, drivers’ demographic factors have no significant relationship with seat belt use. Moreover, due to unavailability of functional seat belts, negligence of drivers, poor enforcement of laws on seat belt use, discomfort and lack of awareness on the importance of using seat belts are the major barrier factors that discourages drivers to use seat belt. As a recommendation, the concerned government offices should develop and implement strong enforcement law and change the attitude of drivers to keep the life of drivers and passengers as well as the properties of the community.