Assessment Of Factors Affecting Consumer Purchasing Behavior Towards Shoes In Addis Ababa Ethiopia

It is no longer we can take customers for granted; marketers can sell more if they produce andrnsell what the consumer needs and wants. This research’s main aim is to study desired attributesrnof shoes and shoe retail outlets in Addis Ababa. This research used descriptive and factorrnanalysis. Through descriptive analysis the level of importance of 50 factors drawn upon 6rnretailing mix framework analyzed and the factors that were ranked “most important” andrn“highly important” based on their mean scores were then selected for second stage analysis byrnusing Factor Analysis (FA). Three hundred three participants have completely filled thernquestionnaires which has two parts the first part was general demographic questions while thernsecond parts is fifty attributes of shoes and shoes retail outlets. Based on the result of factorrnanalysis, six critical latent factors were identified and named as, “Product Quality andrnFunctions”, “Attractive Store and Product Presentation”, “Health and Comfort”, ”Price andrnPerceived value”, “Well Trained and Experienced Sales force”, and “Fashion and Trend”.rnThe other aim of research is to identify, significant difference of such factors on “Gender”,rn“Income Level” and “Age” of consumers. “Gender” and “Income” were confirmed to haverninfluential power to alter consumers’ perspectives toward the desired attributes of shoes and itsrnretail shops. Hence, behaviour consumres of shoes in Addis Ababa is affected by six keyrnfactors that are “Product Quality and Functions”, “Attractive Store and Product Presentation”,rn“Health and Comfort”, ”Price and Perceived value”, “Well Trained and Experienced Salesrnforce”, and “Fashion and Trend”. The shoe manufacturers and retailers are demanded to takernall these desired attributes into their consideration to sell what customers wants and needs. Tornalso recommended to marketers segment their target market based on income and gender

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