The Influence of Branding on Consumer Buying Decision Behavior: The Case of Local Made Leather Footwear Products at Arada Sub city
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Date
2020-06
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A.A.U.
Abstract
The main objective of this study is to investigate the Influence of Branding on consumer buying decision behavior, the case of local made leather footwear at Arada sub city. Primary data collected from consumers of local made leather footwear by administering five point Likert-Scale type of questionnaire. The total sample involved in the study was 400.To analyze the data, the study used descriptive statistics, correlation statistics and econometrics model. Hence, multiple linear regression models used to analyze the collected data. Five explanatory variables were included in the regression and the results of the model shows that the presence of all brand elements on the findings. The study recommends that consumer buying decision behavior is positively influenced by variables under the study (brand elements), therefore local made leather footwear producers should keep and innovate brand elements by satisfying desire of consumers being available, providing comfort, durability. In order to have a sustainable association the manufacturers should be strong in maintaining to work on that the consumer have a good memory recall, reminding of special events, being different among others having sensational feeling, being attached and obsessive. All this qualities should be consistent by using different managerial tools and the management should work on how to preserve the good brand elements of the manufacturers so that way loyal consumer shall arise.
Description
A Thesis Submitted to Addis Ababa University College of Business and Economics Masters of Business Administration in Partial Fulfillment of the Requirements of the Award of Master Degree in Business Administration
Keywords
Brand Name, Character, Slogan Packaging, Consumer buying decision Behavior, Logo