Factors Affecting Consumers’ Preference of Domestic Garments on Selected Areas of Addis Ababa City
| dc.contributor.advisor | Beza Libeyesus (PhD) | |
| dc.contributor.author | Abubeker Ali | |
| dc.date.accessioned | 2024-02-27T11:32:28Z | |
| dc.date.available | 2024-02-27T11:32:28Z | |
| dc.date.issued | 2022-06 | |
| dc.description.abstract | A consumers’ preference is the choices they make while selecting one product or service over another. These choices could be affected by many factors like cultural, social, personal and psychological factors for which marketers don’t have control over them. Apart from these factors, product attributes like quality, price, style and fashion have also impact on consumers’ preferences. Accordingly, the main objective of this study is analyzing factors that are affecting consumers’ preference for domestically produced garments in Addis Ababa by distributing questionnaire with a five-point Likert scale for sample size of 384. In this study, quality of domestically produced garments, price, reference groups and consumers’ attitude are taken as independent variables while consumers’ preference is the dependent variable of the study. SPSS version 20 was used to analyze the collected data and interpretation was made for results obtained through descriptive and inferential statistics. The obtained results show that all the four predictor variables have positive and significant effect on consumers’ preference. From the four predictor variables, consumers’ attitude has the strongest impact on the dependent variable. Finally, the researcher recommended that since all the four predictor variables are critical in influencing consumers’ domestically produced garments preference, all parties involving in the production of domestic garments to give high consideration for all the four variables; quality, price, reference groups and consumers’ attitude. Key words: consumers’ preference, domestic garment | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/2019 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Factors Affecting Consumers’ Preference of Domestic Garments on Selected Areas of Addis Ababa City | |
| dc.type | Thesis |