The Effect of Consumer Ethnocentrism and Product Quality on Purchase Intention A Case Study of Ethiopian Leather Footwear Industry
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Nuredin, Lina | |
| dc.date.accessioned | 2021-01-05T06:12:08Z | |
| dc.date.accessioned | 2023-11-04T14:08:43Z | |
| dc.date.available | 2021-01-05T06:12:08Z | |
| dc.date.available | 2023-11-04T14:08:43Z | |
| dc.date.issued | 2020-01 | |
| dc.description.abstract | Imported leather shoes products from different Asian and European countries suffocated the local market. The entry of foreign footwear products along with domestic ones provide local consumers a variety of option to purchase and consume. This study intended to analyze the effects of consumer ethnocentrism and perceived quality product on the purchase intention of leather shoes products in Addis Ababa. This study used cross-sectional design study involving data from 314 consumers of in the city’s metropolitan areas. Convenience sampling technique was applied to select the targets. The results showed that the respondents had a medium level of consumer ethnocentrism but low level of perceived quality to local leather shoes. It also showed that demographic characteristics in terms of sex, age and income; ethnocentrism and perceived quality of domestic leather shoes products had a significant effect on the leather footwear product purchases. Specifically, consumers who had a higher level of ethnocentrism were less likely to purchase foreign leather shoes. Meanwhile, consumers who had a higher level of perceived quality of foreign product were less likely to purchase the domestic leather products. Marketing promotion should be aggressively conducted to enhance the level of consumer ethnocentrism as well as the quality should fit the required performance | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24554 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Consumer | en_US |
| dc.subject | Ethnocentrism | en_US |
| dc.subject | Perceived Quality | en_US |
| dc.title | The Effect of Consumer Ethnocentrism and Product Quality on Purchase Intention A Case Study of Ethiopian Leather Footwear Industry | en_US |
| dc.type | Thesis | en_US |