Young Consumers Attitude Towards Domestic Leather Shoe Products A Case Of Addis Ababa University Main Campus Students

If person is favorably predisposed toward a brand or service, that favorablernpredisposition should lead to favorable behaviors with respect to the brand,rnservice, or program. Attitude measurement can provide understanding ofrnpurchase predisposition for a particular brand or service. Attitudes arernassumed to be precursors of behavior.rnTo assess the overall attitude score of consumers, the multiattribute attitudernmeasurement model was used. In the application of the model, the statisticalrnresult- ~ean- was significant to calculate the attitude score in terms ofrnconsumers' belief and importance weight rating. To gather the necessaryrndata, questionnaire werE! distributed to 250 young shoe users, of whlch 243rnvalid responses were returned for analysis.rnAccording to the findings of the study, consumers have good belief to thernmaterial, durability and price of locally manufactured leather shoes whilernthey exhibit poor belief to all the rest attributes of shoes. Price is the mostrnimportant attribute highly weighted by consumers. In general, consumers'rnattitude score toward locally produced leather shoes is better than leatherrnshoes imported from China and far less than leather shoe imported fromrnEuropean countries.

Get Full Work

Report copyright infringement or plagiarism