Seid, Mohammed (PhD)Assefa, Elshaday2021-05-192023-11-042021-05-192023-11-042015-05http://etd.aau.edu.et/handle/123456789/26454It is no longer we can take customers for granted; marketers can sell more if they produce and sell what the consumer needs and wants. This research’s main aim is to study desired attributes of shoes and shoe retail outlets in Addis Ababa. This research used descriptive and factor analysis. Through descriptive analysis the level of importance of 50 factors drawn upon 6 retailing mix framework analyzed and the factors that were ranked “most important” and “highly important” based on their mean scores were then selected for second stage analysis by using Factor Analysis (FA). Three hundred three participants have completely filled the questionnaires which has two parts the first part was general demographic questions while the second parts is fifty attributes of shoes and shoes retail outlets. Based on the result of factor analysis, six critical latent factors were identified and named as, “Product Quality and Functions”, “Attractive Store and Product Presentation”, “Health and Comfort”, ”Price and Perceived value”, “Well Trained and Experienced Sales force”, and “Fashion and Trend”. The other aim of research is to identify, significant difference of such factors on “Gender”, “Income Level” and “Age” of consumers. “Gender” and “Income” were confirmed to have influential power to alter consumers’ perspectives toward the desired attributes of shoes and its retail shops. Hence, behaviour consumres of shoes in Addis Ababa is affected by six key factors that are “Product Quality and Functions”, “Attractive Store and Product Presentation”, “Health and Comfort”, ”Price and Perceived value”, “Well Trained and Experienced Sales force”, and “Fashion and Trend”. The shoe manufacturers and retailers are demanded to take all these desired attributes into their consideration to sell what customers wants and needs. To also recommended to marketers segment their target market based on income and genderen-USconsumer purchasing behaviorretailing mixshoesThesis