The Impact of Branding on Consumer Buying Decision Behavior of Local Leather Footwear Products: The Case of Selected Branches under Commercial Bank of Ethiopia
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Date
2018-06-13
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Addis Ababa University
Abstract
Brands are considered to create trust and develop ties with customers. It provide a number of valuable functions to firms, the most important and valuable benefit firms can obtain from branding is, its ability to influence consumer buying decision behavior. The aim of this study is to analyze the impact of branding on consumer buying decision behavior of local leather foot wear products in the case of selected branches under Commercial Bank of Ethiopia. A research model was used to explain the impact of branding. Based on the frame work adopted from Keller (1998), brand elements such as brand name, logo, Character, slogan and packaging were identified in order to measure their relative impact on consumers buying decision behavior. The population of the study was all clerical employees who are working in Commercial bank of Ethiopia South Addis Ababa district, and bought a leather foot wear product within the last one year period. The sample respondents were 255 and taken from Selected Branches under Commercial Bank of Ethiopia and include both men and women customers who bought local leather foot wear during the past one year period. Data was collected through a self-administered questionnaire and analyzed using descriptive and inferential statistics with the help of SPSS (Statistical Package for the Social Sciences) Version 20. Based on the analysis the result shows that, brand name and logo have no significant impact on consumer buying decision behavior of local made leather footwear products similarly the other variables such as brand character; slogan and packaging have insignificant impact on consumer buying decision behavior too.
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Brand Name, Logo, Character