Ayal, Kurabachew(PhD)Ayal, Asmare2018-07-032023-11-102018-07-032023-11-102010-01http://etd.aau.edu.et/handle/12345678/5846If person is favorably predisposed toward a brand or service, that favorable predisposition should lead to favorable behaviors with respect to the brand, service, or program. Attitude measurement can provide understanding of purchase predisposition for a particular brand or service. Attitudes are assumed to be precursors of behavior. To assess the overall attitude score of consumers, the multiattribute attitude measurement model was used. In the application of the model, the statistical result- ~ean- was significant to calculate the attitude score in terms of consumers' belief and importance weight rating. To gather the necessary data, questionnaire werE! distributed to 250 young shoe users, of whlch 243 valid responses were returned for analysis. According to the findings of the study, consumers have good belief to the material, durability and price of locally manufactured leather shoes while they exhibit poor belief to all the rest attributes of shoes. Price is the most important attribute highly weighted by consumers. In general, consumers' attitude score toward locally produced leather shoes is better than leather shoes imported from China and far less than leather shoe imported from European countries.enEducationThesis