The Effect Of Branding On Consumer Buying Behavior Of Local Leather Footwear Products In Case Of Addis Ababa
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Abebaw, Haymanot | |
| dc.date.accessioned | 2021-01-04T11:27:30Z | |
| dc.date.accessioned | 2023-11-04T14:08:40Z | |
| dc.date.available | 2021-01-04T11:27:30Z | |
| dc.date.available | 2023-11-04T14:08:40Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | The most important aim of this study was to determine the impact of branding on consumer buying behavior of local leather footwear products in Addis Ababa.Quantitative approach and explanatory research method were employed. Moreover descriptive and regression method of analysis were used. The primary data has collected by using five point likert-scales for which 370 questionnaires were filled properly out of 385 distributed questionnaires. In the study the frequency, mean and standard deviation of independent and dependent variables were computed. The highest average mean value of brand name was 3.70 and the lowest logo has 3.29 mean values respectively. Pearson correlation coefficient(r) was used to determine the relationship between each independent and dependent variable of which brand name and packaging are substantial association with 0.67** and 0.55** consumer buying behavior respectively, logo and character at correlation result of 0,44** and 0.36** are moderate association with buying behavior of consumers respectively. Moreover, regression analysis was computed to determine the impact of independent variables on dependent variable for which brand name, logo, character and packaging factors lead to a positive change on consumers buying behavior for about a ‘B’ value of 0.322, 0.225, 0.180 and 0.192 respectively. Hence, industries of local leather footwear product has profit making organization they must give attention in bringing about improvements in using the brand elements i.e. brand name, logo, character, and packaging in their leather products, so that they can improve their selling volume and control the market in general | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24548 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | brand name | en_US |
| dc.subject | logo | en_US |
| dc.subject | character | en_US |
| dc.title | The Effect Of Branding On Consumer Buying Behavior Of Local Leather Footwear Products In Case Of Addis Ababa | en_US |
| dc.type | Thesis | en_US |