Factors Affecting Brand Awareness in the Ethiopian Leather Footwear Industry
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Date
2014-10
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Addis Ababa University
Abstract
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.
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Keywords
Ethiopian Leather Footwear