Factors Affecting Customers’ Purchase Intention towards Cultural Clothes of Ethiopia (The Case of Addis Ababa city)
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Date
2021-06
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Addis Ababa University
Abstract
The study's main goal is to look at the elements that influence purchasing intention of
customers toward cultural clothe of Ethiopia, case of Addis Ababa city.
Factors identified are social, perceived value, fashion involvement, past experience and
attitude.by using questionnaire via convenience sampling technique (n=310) data were
gathered from customers of cultural clothes resident of Addis Ababa. To compare
means, descriptive statistics, reliability, normality relationships t-test and one-way
ANOVA were used in the data analysis. Multiple linear regressions and correlation
analyses were also used. According to the paper findings, all independent variables were
identified as important factors that consumers of cultural clothes perceive positively and
significantly influence their purchase intention towards cultural clothes. The primary
data was collected using self-administered questionnaire. The descriptive analysis result
showed customers are differing on perceiving on the factors influencing buying
intention. Past experience are the most important determinant in the mind of consumer
in the buying decision followed by customers’ attitude, perceived value, fashion
involvement and social influence. Correlation analysis was conducted to determine
whether the variables are correlated among themselves and with dependent variable.
There is a significant positive relationship between dependent and independent
variables. The study's finding also shows the effect of each variable. Customers attitude
β = 0.307; has the highest significance and positive relation. Social influence β=0.260;
has the second highest significance and positive relation. Perceived value β=.187; has
the third highest significance and positive relation followed by Fashion involvement
β=.136; has significance and positive relation. Which implies the number of customers
who compare the prices and worthiness of the clothes for what they paid is not small.
Therefore firms need to consider the price they set and the value of the product. Past
experience β =.121; has significance and positive relation.
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Keywords
past experience, social influence, cultural clothe