Factors Influencing Consumers Buying Behavior Of Ambassador Garment In A.A
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Zerga, Mulugeta | |
| dc.date.accessioned | 2021-01-05T06:29:21Z | |
| dc.date.accessioned | 2023-11-04T14:08:45Z | |
| dc.date.available | 2021-01-05T06:29:21Z | |
| dc.date.available | 2023-11-04T14:08:45Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | In the highly potential and competitive manufacturing industry, improving product quality to gain competitive advantages is one of the keys to sustainable profitability of a company. Customer satisfaction is recognized as one of the key judgments that consumers use to measure performance of a product. The major objective of this study was to investigate the major factors which influence the behavior of Ambassador Garment consumers in A.A City. The findings of the study showed that the social role & status, consumer’s ethnocentrism, brand advertisement purchasing power of consumers, & perceived value were identified as the dominant and major determinants of the behavior of Ambassador Garment consumers. Social role & status and consumers ethnocentric tendencies were the two most important factors which had a positive and significant influence the behavior of Ambassador Garment consumers. In order to reach on these findings out of 13 sales outlets 7 were selected from the target population of ten sub cites by using simple random sampling technique. A questionnaire survey was administered to conveniently select 422 samples of respondents. So as a result of this the sampling technique used in this study was a multistage sampling technique. The collected data was analyzed by using both inferential (model adequacy by Negelkerke R Square, classification table and Hosmer & Lemeshow tests & logistic regression), and descriptive statistics | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24559 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Customer Satisfaction | en_US |
| dc.subject | consumer buying behavior | en_US |
| dc.subject | Ambassador Garment | en_US |
| dc.title | Factors Influencing Consumers Buying Behavior Of Ambassador Garment In A.A | en_US |
| dc.type | Thesis | en_US |