The Impact of Branding on Consumer Buying Decision Behavior of Local Leather Footwear Products

No Thumbnail Available



Journal Title

Journal ISSN

Volume Title


Addis Ababa University


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 however 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. 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 sample respondents were also taken from Addis Ababa region and include both men and women customers who attend the age of 18 and 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). Based on the analysis the result shows that, brand name and logo have significant impact on consumer buying decision behavior of local made leather footwear products while the other variables such as brand character; slogan and packaging have no significant impact on consumer buying decision behavior



customers, brands, consumer buying decision behavior