Factors Affecting Brand Awareness in the Ethiopian Leather Footwear Industry

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Addis Ababa University


The main aim of this research was to assess the factors that influence brand awareness in leather footwear industry in Ethiopia. Four determinants: brand perception, advertising, perceived quality and product innovation have been kept in mind while doing this research. The study used both qualitative and quantitative techniques in which 50 respondents from Addis Ababa were included. In this study structured questionnaire for customers identified through convenience sampling and an interview was made to marketing managers of sample five footwear producers engaged both in domestic and international markets. The researcher used person correlation and regression analysis to analyze the data. The result of the study shows that among the four variables brand perception, and perceived quality have a significant positive impact on brand awareness of local leather footwear while advertising and product innovation do not have.



Ethiopian Leather Footwear