Young consumers' attitude towards domestic leather shoe products: a case of Addis Ababa university main campus students
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Date
2010-01
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Addis Ababa Universty
Abstract
If person is favorably predisposed toward a brand or service, that favorable
predisposition should lead to favorable behaviors with respect to the brand,
service, or program. Attitude measurement can provide understanding of
purchase predisposition for a particular brand or service. Attitudes are
assumed to be precursors of behavior.
To assess the overall attitude score of consumers, the multiattribute attitude
measurement model was used. In the application of the model, the statistical
result- ~ean- was significant to calculate the attitude score in terms of
consumers' belief and importance weight rating. To gather the necessary
data, questionnaire werE! distributed to 250 young shoe users, of whlch 243
valid responses were returned for analysis.
According to the findings of the study, consumers have good belief to the
material, durability and price of locally manufactured leather shoes while
they exhibit poor belief to all the rest attributes of shoes. Price is the most
important attribute highly weighted by consumers. In general, consumers'
attitude score toward locally produced leather shoes is better than leather
shoes imported from China and far less than leather shoe imported from
European countries.
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Education