Browsing by Author "Mulugeta, Henok"

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    The Impact of Branding on Consumer Buying Decision Behavior of Local Leather Footwear Products: The Case of Selected Branches under Commercial Bank of Ethiopia
    (Addis Ababa University, 2018-06-13) Mulugeta, Henok; Andualem, Getie (PhD)
    Brands are considered to create trust and develop ties with customers. It provide a number of valuable functions to firms, the most important and valuable benefit firms can obtain from branding is, its ability to influence consumer buying decision behavior. The aim of this study is to analyze the impact of branding on consumer buying decision behavior of local leather foot wear products in the case of selected branches under Commercial Bank of Ethiopia. A research model was used to explain the impact of branding. Based on the frame work adopted from Keller (1998), brand elements such as brand name, logo, Character, slogan and packaging were identified in order to measure their relative impact on consumers buying decision behavior. The population of the study was all clerical employees who are working in Commercial bank of Ethiopia South Addis Ababa district, and bought a leather foot wear product within the last one year period. The sample respondents were 255 and taken from Selected Branches under Commercial Bank of Ethiopia and include both men and women customers who bought local leather foot wear during the past one year period. Data was collected through a self-administered questionnaire and analyzed using descriptive and inferential statistics with the help of SPSS (Statistical Package for the Social Sciences) Version 20. Based on the analysis the result shows that, brand name and logo have no significant impact on consumer buying decision behavior of local made leather footwear products similarly the other variables such as brand character; slogan and packaging have insignificant impact on consumer buying decision behavior too.
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    Land Suitability and Crop Suitability Analysis Using Remote Sensing and Gis Application. A Case Study in Legambo Woreda
    (Addis Ababa University, 2010-06) Mulugeta, Henok; Legesse, Dagnachew ( (PhD)
    The present study was carried out to evaluate the suitability of the land for agri cultural crop prodUction by using Remote Sensing and GIS application The evaluation of land in terms of suitability classes was based on the method described in FAO guidel ine for land evaluation. The factors that were considered for evaluation of the land suitability for crop production were slope, soil drainage, soil texture , soil depth, soil type and the present land use of the study area. Multi-criteria decision evaluation method was used to evaluate the physical land characte ristics of the study area for crop production. The techniques, which were used to weigh and standardized the factors were pair-wise comparison and weighted linear combination . After evaluating the physical land suitability for agricultural crop, land suitability map was developed. This map was classified in to five suitabi lity classes based on FAO guidelines. From the total land of the study area 100 km2 (9 .2%) was very suitable, 257 km2 (236%) was-suitable, 293 km2 (269%) was marginally suitable, 390 km2 (358%) was not suitable and 49 km2 (4 .5%) was permanently unsuitable for agriculture. The land in the study area was also evaluated for suitability of wheat and maize production. In addition to the factors mentioned above, temperature and rainfall of the study area were used for crop suitability evaluation. Suitability maps for both wheat and maize were developed. The crops suitability maps were classified in to five suitability classes. The result shows that 82 km2 (7.5%) was very suitable, 249 km2 (23%) was suitable, 483 km2 (444%) was marginally suitable, 240 km2 (22%) was not suitable and 35 km2 (31 %) was permanently unsuitable for wheat production. Regarding suitability of maize 92 km2 (8.5%) was very suitable, 299 km2 (274 %) was suitable, 321 km2 (294%) was marginally suitable, 262 km2 (242%) was not suitable and 1-14 km2 (105%) was permanently unsuitable. The evaluation of physical land qualities of the study area indicates that the study area has a potential for agricultural crops. Keywords Land suitability; Crop suitability; MCDM; Pair-wise comparison