Factors Affecting Customers Purchase Intention Towards Cultural Clothes Of Ethiopia (the Case Of Addis Ababa City)

The study's main goal is to look at the elements that influence purchasing intention ofrncustomers toward cultural clothe of Ethiopia, case of Addis Ababa city.rnFactors identified are social, perceived value, fashion involvement, past experience andrnattitude.by using questionnaire via convenience sampling technique (n=310) data wererngathered from customers of cultural clothes resident of Addis Ababa. To comparernmeans, descriptive statistics, reliability, normality relationships t-test and one-wayrnANOVA were used in the data analysis. Multiple linear regressions and correlationrnanalyses were also used. According to the paper findings, all independent variables werernidentified as important factors that consumers of cultural clothes perceive positively andrnsignificantly influence their purchase intention towards cultural clothes. The primaryrndata was collected using self-administered questionnaire. The descriptive analysis resultrnshowed customers are differing on perceiving on the factors influencing buyingrnintention. Past experience are the most important determinant in the mind of consumerrnin the buying decision followed by customers’ attitude, perceived value, fashionrninvolvement and social influence. Correlation analysis was conducted to determinernwhether the variables are correlated among themselves and with dependent variable.rnThere is a significant positive relationship between dependent and independentrnvariables. The study's finding also shows the effect of each variable. Customers attitudernβ = 0.307; has the highest significance and positive relation. Social influence β=0.260;rnhas the second highest significance and positive relation. Perceived value β=.187; hasrnthe third highest significance and positive relation followed by Fashion involvementrnβ=.136; has significance and positive relation. Which implies the number of customersrnwho compare the prices and worthiness of the clothes for what they paid is not small.rnTherefore firms need to consider the price they set and the value of the product. Pastrnexperience β =.121; has significance and positive relation.

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