Consumer Behavior and Marketing Mix Influence on Brand Shoe Selection

This project investigates consumer behavior and its impact on brand selection within the footwear industry. The study explores the influence of cultural, social, personal, and psychological factors on consumer decision-making processes when choosing brand shoes. It examines the marketing mix elements (product, price, place, promotion, process, people, and physical evidence) and their effects on consumer choices. The research methodology includes a survey with 246 respondents, employing both qualitative and quantitative methods to analyze data. Key findings indicate that consumer behavior factors and marketing mix strategies significantly affect brand selection. The project provides recommendations for footwear suppliers to better understand consumer needs, improve product offerings, and refine marketing approaches. The project also includes a detailed literature review, methodology, results, discussion, and conclusion.

Table of Contents
CHAPTER ONE........................................................................................................................1
INTRODUCTION......................................................................................................................1
1.1. Background Of The Study................................................................................................1
1.2. Statement Of The Problem................................................................................................3
1.3. Objective of the study …………………………………………………………..…………………………………………3
1.3.1. General Objective..........................................................................................................5
1.3.2. Specific Objectives....................................................................................................5
1.4. Research Questions...........................................................................................................5
1.5. Scope Of The Study..........................................................................................................5
1.6. Delimitation Of The Study................................................................................................6
1.7. Definition Of Terms/ Operational Terms..........................................................................6
1.8. Organizations Of The Study.............................................................................................7
CHAPTER TWO.......................................................................................................................8
2. REVIEW OF THE RELATED LITERATURE..............................................................8
2.1. Theoretical Literature Review..........................................................................................8
2.1.1. What Is A Consumer Behavior?....................................................................................8
2.1.2. Types Of Buying Decision Behavior.................................................................................9
2.1.1.1. Complex Buying Behavior..............................................................................................9
2.1.1.2. Dissonance-Reducing Buying Behavior.......................................................................10
2.1.1.3. Habitual Buying Behavior............................................................................................10
2.1.1.4. Variety-Seeking Buying Behavior................................................................................11
2.1.2. Consumer Decision Making Process...........................................................................13
2.1.2.1. Steps In Decision Making Process..........................................................................13
2.1.2.1.1.Need Recognition........................................................................................................13
2.1.2.1.2.Information Search......................................................................................................14
2.1.2.1.3.Evaluation of Alternatives..........................................................................................14
2.1.2.1.4.Purchase Decision.......................................................................................................14
2.1.2.1.5. Post- Purchase Behavior............................................................................................14
2.1.3. Factors that affects consumer buying behavior...........................................................15
2.1.3.1.Social factors..................................................................................................................15

2.1.3.2. Cultural factors …………………………………..……………………………………16
2.1.3.3.Personal factors..............................................................................................................16
2.1.3.4.Psychological factors.....................................................................................................18
2.1.4. Brands..........................................................................................................................18
2.1.4.1. Brand Equity.................................................................................................................20
2.1.6. Marketing Mix (7Ps)........................................................................................................20
2.1.6.1. Price..............................................................................................................................20
2.1.6.2 Product...........................................................................................................................21
2.1.6.3 Place...............................................................................................................................21
2.1.6.4 Process...........................................................................................................................21
2.1.6.5 Promotion.......................................................................................................................21
2.1.6.6 People.............................................................................................................................22
2.1.6.7 Physical Evidence..........................................................................................................22
2.2. Empirical Literature Review...........................................................................................22
2.3. Conceptual framework of the study................................................................................25
CHAPTER THREE....................................................................................................................26
3. METHODOLOGY OF THE STUDY................................................................................26
3.1. Description of the study area..............................................................................................26
3.2. Research design and approach............................................................................................26
3.3. Population and sample design.............................................................................................27
3.3.1. Population of the study....................................................................................................27
3.3.2. Sampling techniques........................................................................................................27
3.3.3. Sample size determination method..................................................................................28
3.4. Data source and type...........................................................................................................30
3.5. Data collection procedure...................................................................................................30
3.6. Instruments of data collection.............................................................................................30
3.7. Validity and reliability test..................................................................................................32
3.8. Ethical consideration...........................................................................................................33
CHAPTER FOUR.......................................................................................................................34
RESULT,DISCUSSION AND INTREPRETATION ..............................................................34
4.1 Demograpical profile of the Respondents............................................................................34
4.2. Types of shoes respondents wear........................................................................................39

4.3. Most preferred brand by respondents..................................................................................40
4.4. Major reasons to choose brand shoes..................................................................................40
4.5. Place where get brand shoes..............................................................................................41
4.6. Source of information about brand shoes...........................................................................41
4.7. Influence Marketing Mix on brand selection......................................................................42
4.8Major factors that affect consumer buying decision.............................................................44
CHAPTER FIVE……………………………………………………………………………...47
SUMMARY, CONCLUSION AND RECOMMENDATION..................................................47
5.1. Summary.................................................................................................................................47
5.2. Conclusions.........................................................................................................................49
5.3. Recommendation................................................................................................................50
References..................................................................................................................................51
Appendixes Questionnaire

List of Tables
Table 1: Respondents gender................................................................................................... 34
Table 2: Respondents age......................................................................................................... 34
Table 3: Respondents original premise ………........................................................................ 35
Table 4: Respondents brand preference..................................................................................... 39
Table 5: Respondents reason to choose brand shoes ................................................................ 40
Table 6: Respondents information source about brand shoes ................................................... 41
Table 7: marketing mix ........................................................................................................... 42
Table 4: major factors affect consumer behavior ...................................................................... 44
List of Figures
Figure 1: Consumer buying process.......................................................................................... 12
Figure 2: Maslow Hierarchy .................................................................................................... 18
Figure 3: conceptual frame work .............................................................................................. 25
Figure 4: Religious of respondents ........................................................................................... 35
Figure 5: Marital status ............................................................................................................. 36
Figure 6: Educational background ........................................................................................... 36
Figure 7: Family size ........................................................................................................... …37
Figure 8: Occupation..................................................................................................................38
Figure 9: Monthly income ......................................................................................................... 38
Figure 10: Types of shoes ........................................................................................................ 38
Figure 11: Most preferred shoes ................................................................................................ 39
Figure 7: Place where get brand shoes ....................................................................................... 41
Figure 8: Source of information ................................................................................................. 41

ABSTRACT
The purpose of this research was to study how different factors of consumer behavior effect on
decision-making during brand shoes selection. Consumer behavior consists of four factors:
cultural, social, personal and psychological. And secondly is to study how marketing mix is
influenced on sale, mainly focus on customer’s brand choices and market’s expansion. In order
to attain these objectives a sample of 246 respondents participated in data collection or
answering questionnaire. Non-probability convenient sampling was adopted for selecting the
respondents. The thesis was divided into a theory part and empirical part. The theoretical part
discusses the basics of factors affecting purchase decision, decision-making process, marketing
mix and brands equities. The empirical part of the thesis includes a survey that was carried by a
self-administered questionnaire. Both qualitative and quantitative research methods were
applied in this study. The result of the study has indications that social, personal, cultural and
psychological factors have effect on a consumer’s buying behavior in selecting of brand shoes.
Marketing mix has influence in brand shoes selection. The researcher recommend brand shoes
supplier to produce or supply as they have to identify the need of consumer and develop deep
understanding their consumer regarding to quality , design and comfort ability and influence of
marketing mix on their product deliverance.
Key words: consumer behavior, decision-making process, marketing mix and brand equity

CHAPTER ONE
INTRODUCTION
Chapter one is about introduction of the study. This chapter contains background of the study,
statement of the problem, research question, objective of the study, delimitation of the study,
scope of the study and operational definition
1.1. Background of the Study
Consumer market includes all the individuals and households who buy or acquire goods and
services for personal consumption. According to Kotler and Armstrong (2010), currently, the
world consumer market consists of more than 6.6 billion people who annually consume an
estimated $65 trillion worth of goods and services. Among these consumer goods shoes are one
of the basics. Currently, different types of shoes are produced by different companies in different
countries to different consumers around the world. These Consumers around the world vary
tremendously in age, income, education level, tastes and preference even though they buy an
incredible variety of goods and services. But these diverse customers relate with each other and
with other elements of the world around them affect their choice among various products,
services and companies.
Customers buying behavior is enormous, and highlights the importance of the customer at the
center of the marketer's universe. Each customer is unique with different needs and wants and
buying choices and habits are influenced by habit, and choice that are in turn tempered by
psychological and social drivers that affect purchase decision processes. It is a complex multi-
dimensional variable. Customer buying behavior is critical for influencing not only product
purchase decisions but also important marketing decisions for commercial firms, nonprofit
organizations, and regulatory agencies. Applications of customer buying behavior decisions lie
on marketing strategies, regulatory policies, social marketing, and informed individual. Buying
Behavior is the decision processes and acts of people involved in buying and using products.
Customer buying behavior is the sum total of a consumer's attitudes, preferences, intentions and
decisions regarding the consumer's behavior in the marketplace when purchasing a product or
service. The study of customer behavior draws upon social science disciplines of anthropology,
psychology, sociology, and economics
The study on consumer behavior in the footwear industry enables us to analyze one’s buying
decision. Footwear is a necessity and is therefore bought by the consumers of every income

group whether at the top of the pyramid or at the bottom of the pyramid. The present project is an
attempt to understand the differences in buying patterns of footwear of people belonging to
different income groups; the difference in buying patterns of men and women. Category
motivators identified are price, looks, purpose, brand name, style, variety and durability.
Today, as a result of changing world business environment, global competition isintensifying,
foreign firms are expanding into new international markets and home markets are no longer as
rich in opportunity. Local companies that never thought about foreign competitors suddenly find
these competitions in their own back yards (Kotleret al., 2005).
According to UNIDO (2002), the African footwear sub-sector seems isolated from the fast pace of
technological innovation taking place globally. Lack of design capabilities, of operator, supervisory
and manager skills, and of knowledge of more appropriate material inputs and marketing techniques,
all combine to cause poor productivity and a low level of competitiveness. Even in the local market,
high operation costs and a lack of attention to what the market demands in shoes in terms of quality
and price, allow cheap Asian products and second hand shoes to penetrate the market.
There is insufficient production of non-footwear leather products, such as leather garments, in the
Eastern and Southern Africa sub-region, although this situation has improved somewhat since the
early 1990s. This is a major loss of opportunity to an industry capable of the small-scale production
that can offer the comparative advantages of cheap labor, low capital requirements and relatively
simple technology.
Concerning Human resources development issues training agencies and institutions have been
established by donations received through co-operation programs and have been supported by regular
investment programs. However the training and technical assistance infrastructure in the leather
supply chain has substantial shortfalls both in facilities and services.
Manufacturing industries in Sub-Saharan Africa have generally been stagnant or shrinking for
the last three decades (Bigsten and Söderbom, 2006). As Collier and Gunning (1999) and
Fafchamps (2004) and many others argue, industrial development in Africa has been hindered by
a my raid of problems ranging from high transportation costs, high transaction costs due to
imperfect information, and imperfect contract enforcement tohighlyriskybusiness and political
environments. Moreover, both the provision of public services and the development of grass-
rootisinstitutionsandsocialcapitaare considered to be insufficient in Africa to cope with such
problems.
The history of the leather industry in Ethiopia started 88 years ago, when the then Asko Tannery,
now known as TikurAbay Shoe Factory, was established. The production of leather shoes in

Ethiopia dates back to the late 1930s when Armenian merchants founded two shoe factories in
Addis Ababa. These factories nurtured a number of shoemakers, who opened their own factories
across the country.
The leather-shoe industry in Addis Ababa is exceptionally successful in Africa. We believe that
this is a case worth investigating since it is expected to provide insight into the key to successful
industrial development. A major finding is that the growth of this industry was driven initially by
the massive entry of new enterprises established by former employees of the existing shoe
factories but more recently by the growth in enterprise sizes due to improvements in the quality
of products, marketing, and management. Such improvements were first made by highly
educated entrepreneurs and subsequently followed by other enterprises. While the followers have
grown in size, the leading enterprises have grown faster. Such a development pattern appears
similar to the experience of successful cluster - based industrial development in China, Taiwan,
and Japan, as is recently reported by Sonobe and Otsuka (2006 a).
Thus, study on consumers’ shoes preference has immense value to shoe companies through
providing actual information about shoe consumers, these in turn help them better understand of
their target consumers and designing market offers according to the need and want of their target
consumers.
1.2. Statement of the problem
Companies in this industry make footwear, including athletic, casual, and dress shoes as well as
boots, sandals, and slippers. Major companies include NIKE, Sketchers USA, and Wolverine
World Wide (all based in the US), along with Adidas (Germany), Asics (Japan), Salvatore
Ferragamo (Italy), and Yue Yuen (China), a subsidiary of Pou Chen (Taiwan).Worldwide, about
$180 billion worth of footwear is exported annually, according to the International Trade Centre.
Top exporting nations are China, the US, Germany, Japan, and the Netherlands.
The US footwear manufacturing industry consists of about 200 companies with sales of about $2
billion. Many of the major shoe companies in the US are mainly owners of brand names that
contract to have shoes made by independent manufacturers in other countries. Some large US
producers, such as New Balance, make a portion of their shoes in the US; some smaller
operations manufacture all their shoes in the US. About 98 percent of all footwear sold in the US
is imported, according to the American Apparel and Footwear Association.
Ethiopian footwear sub-sector produces men’s casual shoes and children’s shoe-uppers made
from pure leather. Leather factories sell these products to domestic market and directly to

overseas importers and wholesalers as well as direct buying offices (Embassy of Ethiopia in
United Kingdom, 2010). As it is obvious Ethiopia has the largest livestock population in Africa
and the 10th largest in the world, the country had to be one of the major shoes producers and
exporters in Africa as well as in the world having comparative advantage of raw material and
cheap human resource advantages. Despite this fact, many studies indicated that the shoe
companies found in the country face strong competition from shoes and other leather products
imported from abroad.
According to World Bank group (2006), the domestic market for footwear at present suffers
from fierce price competition from synthetic footwear imported from China at much cheaper
prices. Though low in durability, these low quality Chinese shoes are considered somewhat
stylish and fashionable in design and heel heights and are available for men, women and children
in all local shops. Tegegne (2007) mentioned that the domestic shoes market has been flooded
with cheap imports from Asia, particularly from China and this has inflicted heavy impacts on
the sector, and threatened its competitiveness in the domestic market. Altenburg (2010)
indicated, leather and leather products industry is stuck in a low-quality trap in which problems
at all levels of the value chain are mutually reinforcing. That is inappropriate techniques at the
stages of livestock management, tanning, and transport undermine competitiveness in high-value
leather product markets, and low quality of final products translates into low prices and under-
investment at all stages of the value chain. Sutton and Kellow(2010) also pointed out that the
leather footwear of Ethiopia face strong competition from shoes and other leather products
imported from china and elsewhere.
But, failure to do so may result in disaster for a company’s products. In this regard, Kotler et al.
(2005) noted that firms which delay taking steps and stay at home to play it safe may not only
lose their chances to enter other markets, but also risk of losing their sales to companies from
neighboring countries who have invaded their home markets.
However, the consumer’s buying decision of shoes is still remained as open that need to be
assessed. For this reason, this study conducted to assess factors that affect consumer buying
decision in the selection of brand shoes. Since understanding of what consumers’ choices and
why they prefer is branded for shoes manufacturers, wholesalers and retailers, it will lead to
more accurate merchandise mix and marketing programs.
1.3. Objective of the study
1.3.1. General objective

The general objective this study is assessing factors that affect consumer buying decision
in the selection of brand shoes in Addis Ababa.
1.3.2. Specific objectives
 To identify major determinants factors of mostly preferred brand shoein Addis Ababa
 To identify major factors that affect consumer buying decision regarding brand shoes
selection
 Assess influence of Marketing Mix as determinant ofbrand selection in Addis Ababa
1.4. Research questions
To assess factors that affects consumer buying decision in the selection of shoes brand in
Addis Ababa, this study focus on the following basic research questions.
What are major determinants factors of mostly preferred brand shoe in Addis Ababa?
What are major factors that affecting consumer buying decision regarding to brand
selection?
How does Marketing Mixed influence shoes brand selection in Addis Ababa?
1.5. Scope of the study
The scope of the study is determined by three major scope measurements. The first one is
conceptual scope; this study focuses on the factors that affect consumer buying behavior in
the selection of branded shoes. This indicates that the main concept of the study will about
consumer behavior and brand selection. In terms of geographical area this study will covers
Addis Ababa city administration branded shoes user and supplier. This implies Addis Ababa
city administration is the geographical scope the study. Finally, the scope of the study is
described in terms of time completion. This study will take 3-6 consecutive months.
1.6. Delimitation of the study
The study will conduct in Addis Ababa city Administration branded shoes user and supplier.
The main variables of the study may social, economic and personal factors affect decision
behavior of consumer. Different theory and model will be used in the study to review the
concept of consumer behavior and consumer buying decision making process.
This study is descriptive in nature and focused on brand shoes selection. And collected data
will analyze by SPSS software and presentedin table and percent.
1.7. Definition of terms/ Operational Terms

Brand: A brand is a name, design, symbol or other feature of international top ten shoes brands
in 2018 G.C.
Brand equity: describes brand value that determined by consumer perception of and experience
with the brand.
Consumer behavior: Consumer behavior can be defined as the decision-making process and
physical activity involved inacquiring, evaluating, using and disposing of goods and services
Khan, 2006.
Consumer: generally refers to any one engaging in any one or all of the activities involved in
acquiring, evaluating, using and disposing of goods and services (Khan, 2006).
Consumer buying decision: process involves series of related and sequential stages of activities
Price:- is the amount the consumer must exchange to receive the offering (Solomon et al
(2009).
Place includes company activities that make the product available to target consumers (Kotler
and Armstrong (2010).
Product means the goods-and-services combination the company offers to the target market
(Kotler and Armstrong (2010).
Promotion includes all of the activities marketers undertake to inform consumers about their
products and to encourage potential customers to buy these products (Solomon et al (2009).
People are all human actors who play a part in service delivery and thus influence the buyers’
perceptions; namely, the firm’s personnel, the customer, and other customers in the service
environment (Zeithaml et al (2008).
Physical evidence is the environment in which the service is delivered, and where the firm and
customer interact, and any tangible components that facilitate performance or communication of
the service Zeithaml et al (2008)
Process is the actual procedures, mechanisms, and flow of activities by which the service is
delivered – this service delivery and operating systems (Zeithaml et al (2008).
Personalfactor: the individual factors to the consumer that strongly influences their buying
behavior.
Psychological factors: are factors that talk about the psychology of an individual that drive his
actions to seek satisfaction.
Socialfactor: factor that is prevalent in the society where consumers live in.

1.8. Organizations of the study
The study is presented in five chapters. The first chapter consists of background of the
study, statement of the problem, objective of the study, significance of the study, definition of
terms, research design and methodology, organization of the paper. The second chapters also
present review of related literature which has greater importance in showing a direction of multi-
modal transportation and logistics theories from different scholars prospective. The third chapter
deals with the data presentation and analysis and interpretation of the study. The four chapters
also include summary of interpreted data. The five chapters also incorporate conclusion and
recommendation based on the real finding of the research.
CHAPTER TWO
2. REVIEW OF THE RELATED LITERATURE
The literature review part of this study has theoretical literature review, empirical literature
review parts andConceptual framework of the study. The theoretical part presents the summary
of theories forwarded by different scholars pertaining to the subject under study at different
times. Whereas the empirical part contains summary of similar or related research findings
obtained from other earlier researches. And conceptual frame work was designed based on the
concept of the study.
2.1. Theoretical Literature Review
2.1.1. What is a consumer behavior?

Consumer behavior is the study of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
Consumer behavior is the study of how individuals spend their available resources on
consumption-related items. It includes the study of what they buy, why they buy it, when they
buy it, where they buy it, how often they buy it, and how often they use it(Schiff man&Kanuk,
1996).
According to (Hoyer &MacInnis, 2008)Consumer behavior reflects the totality of consumers’
decisions with respect to the acquisition, consumption, and disposition of goods, services,
activities, experiences, people, and ideas by (human) decision-making units. As (Dzisah&Ocloo,
2013) stated consumer behavior involves much more than understanding what products a
consumer buys. It embraces factors, which can affect the decision-making process as a person
works through the purchase decision. The number of potential influences on consumer behavior
is limitless.
Consumer behavior can be illustrated as the analysis of a procedure through which consumers in
a form of individual or groups try to identify their requirements, select the most appropriate
product, service, idea or experience in order to make them satisfy (Sultan &Mannan, 2015).
The product or services a consumer often use is of great interest to the marketer, because this can
help them to find out how a product is best positioned in order to encourage consumers to
increase their consumption (Belch, 1998).
Consumer behavior is comparatively a new field of study which evolved just after the Second
World War. The seller’s market has disappeared and buyers market has come up. This led to
paradigm shift of the manufacturer‘s attention from product to consumer and specially focused
on the consumer behavior.The evaluation of marketing concept from mere selling concept to
consumer-oriented marketing has resulted in buyer behavior becoming an independent
discipline. The growth of consumerism and consumer legislation emphasizes the importance that
is given to the consumer. Consumer behavior is a study of how individuals make decision to
spend their available resources (time, money and effort) or consumption related aspects (What
they buy? When they buy? How they buy?).The heterogeneity among people makes
understanding consumer behavior a challenging task to marketers. Hence marketers felt the need
to obtain an in-depth knowledge of consumers buying behavior. Finally this knowledge acted as
an imperative tool in the hands of marketers to forecast the future buying behavior of customers

and devise four marketing strategies in order to create long term customer relationship (Priest,
Carter and Staff 2013).
2.1.2. Types of buying decision behavior
Complex buying behavior
Complex buying behavior is the “consumer buying behavior in situations characterized by high
consumer involvement in a purchase and significant perceived differences among brands”
(Kotler& Armstrong, 2008). It occurs in situations when the consumer has much to teach about
product category as for example a PC buyer for whom many product features, such as “4GB
dual-channel DDR2 DRAM memory”, have no real meaning. Thus, the buyer will pass through a
learning process, first developing beliefs about the product, then attitudes, and then making a
thoughtful purchase choice.
Marketers of high-involvement products must understand the information-gathering and
evaluation behavior of high-involvement consumers. They need to help buyers learn about
product-class attributes and their relative importance. They need to differentiate their brand’s
features, perhaps by describing the brand’s benefits using print media with long copy. They must
motivate store salespeople and the buyer’s acquaintances to influence the final brand
choice.”(Kotler& Armstrong, 2008)
Dissonance-reducing buying behavior
Dissonance-Reducing buying behavior is the “consumer buying behavior in situations
characterized by high involvement but few perceived differences among brands” (Kotler and
Armstrong, 2008). For instance, consumers buying carpeting are confronted with a high
involvement decision because carpeting is expensive and self-expressive. Due to the fact that
perceived brand differences are not large, buyers may shop around to see what is available, but
buy very quickly. Their response may be generated by purchase convenience or a good price.
After buying the product, the buyer may experience post-purchase dissonance (after-sale
discomfort) if they observe certain drawbacks of the purchased item or if they receive
information favorable for the brands not purchased. “To counter such dissonance, the marketer’s
after-sale communications should provide evidence and support to help consumers feel good
about their brand choices” (Kotler& Armstrong, 2008).
Habitual buying behavior
Habitual buying behavior is the “consumer buying behavior in situation characterized by low
consumer involvement and few significant perceived brand differences” (Kotler and Armstrong,

2008). In general, consumers manifest low involvement with the majority of cheap, frequently
purchased products. Taking sugar as an example, few consumers are highly involved in this
product category; they simply go to the store and buy sugar, irrespective of its brand. If they
repeatedly buy the same brand, it is merely the result of habitual behavior rather than strong
brand loyalty. Given these circumstances, consumer behavior does not run through the above-
mentioned belief attitude belief attitude- behavior sequence. Consumers neither research
thoroughly for information about the brands, nor rate brand properties nor make significant
decisions about which brand to buy. This is due to the fact that they passively receive
information as they watch television or read magazines.
“Ad repetition creates brand familiarityrather than brand conviction. Consumers do not form
strong attitudes toward a brand; they select the brand because is familiar. Because they are not
highly involved with the product, consumers may not evaluate the choice even after the
purchase. Thus, the buying process involves brand beliefs formed by passive learning, followed
by purchase behavior, which may or may not be followed by evaluation.” (Kotler& Armstrong,
2008)
In advertising for low-involvement products, ad copy should emphasize only a few key elements.
Visual symbols and imagery are significant because the consumer remembers them easily and
associates them with the brand. Ads should comprise high repetition of short-duration messages,
especially effective in television rather than in print media, being a low-involvement medium
favorable for passive learning. “Advertising theory should be based on classical conditioning
theory, in which buyers learn to identify a certain product by a symbol repeatedly attached to it.”
(Kotler& Armstrong, 2008)
Variety-seeking buying behavior
Variety-seeking buying behavior is the “consumer buying behavior in situations characterized by
low consumer involvement but significant perceived brand differences” (Kotler& Armstrong,
2008). In this case, the consumer does a lot of brand switching, simply for the sake of variety
rather than because of dissatisfaction. “In such product categories, the marketing strategy may
differ for the market leader and minor brands.
The market leader will try to encourage habitual buying behavior by dominating shelf space,
keeping shelves fully stocked, and running frequent reminder advertising. Challenger firms will
encourage variety seeking by offering lower prices, special deals, coupons, free samples, and
advertising that presents reasons for trying something new.” (Kotler& Armstrong, 2008)

CONSUMER DECISION MAKING PROCESS
Consumer decision-making models are widely used in consumer behavior research and study
areas to structure theory and research.Pioneer models of consumer behavior had one simple
primary objective that was a systematic and in-depth understanding of buying processes
(Howard, 1994)
The most important environment in which firms operate is their customer environment because
the basic belief of marketing oriented company – that the customer is the center around which
the business revolves. Therefore, marketing people need to understand the processes that their
customers go through when making decision.
The consumer decision making process involves series of related and sequential stages of
activities. The process begins with the discovery and recognition of an unsatisfied need or want.
It becomes a drive. Consumer begins search for information. This search gives rise to various
alternatives and finally the purchase decision is made. Then buyer evaluates the post purchase
behavior to know the level of satisfaction. The process is explained below with the help of
diagram.
STEPS IN DECISION MAKING PROCESS
Analyzing the consumers’ purchasing decision-making processes is essential to the analysis of
this research study. The consumer decision-making process was first introduced by John Dewey
in 1910.
Need Recognition
Information Search
Evaluation of alternatives

Figure 1.consumer buying process
Source: John Dewey 1910
Need Recognition
The problem/need recognition, consumers recognize a need or a purchase that will not be made.
These are generally triggered by internal stimuli; this step isanimportant differentiator in
determining how east and West African consumers identify their problems and needs to
purchase. Presently, there is actual need recognition and perceived need recognition, where
effective marketing can place the need in the mind of consumers ((Kotleret al., 2012).When a
person has an unsatisfied need, the buying process begins to satisfy the needs. The need may be
activated by internal or external factors. The intensity of the want will indicate the speed with
which a person will move to fulfill the want. On the basis of need and its urgency, forms the
order of priority. Marketers should provide required information of selling points.
Information Search
The second stage of the process as outline by Dewey (1910) is the information search, which
occurs when the consumer has recognized the need and then searches for information that can
satisfy the need (Kotleret al., 2012). This stage is typically where companies make use of
marketing, advertising and public relations to disseminate knowledge to their consumers.
However, it remains to be proven whet her the information needs to be consistent with needs and
is required to address needs, or whether the information actually creates a need in the consumer,
or whether this information is rendered useless to the consumer. Identified needs can be satisfied
only when desired product is known and also easily available. Different products are available in
the market, but consumer must know which product or brand gives him maximum satisfaction.
And the person has to search out for relevant information of the product, brand or location.
Purchase Decision
Post-Purchase Behavior

Consumers can use many sources e.g., neighbors, friends and family. Marketers also provide
relevant information through advertisements, retailers, dealers, packaging and sales promotion,
and window displaying. Mass media like newspapers, radio, and television provide information.
Now a day’s internet has become an important and reliable source of information. Marketers are
expected to provide latest, reliable and adequate information.
Evaluation of Alternatives
The third step is the evaluation of alternatives, where the consumer analyses alternatives based
on factors of the product service mix. Consumers evaluate the price versus the quality, and
branded versus non-branded goods to determine the best fit for themselves. This is usually where
companies/retailers need to find ways to attract and retain customers (Kotleret al., 2012). It is
valuable to determine the manner in which this is done in East and West African markets.
This is a critical stage in the process of buying. Following are important elements in the process
of alternatives evaluation a) a product is viewed as a bundle of attributes. These attributes or
features are used for evaluating products or brands. For example, in washing machine consumer
considers price, capacity, technology, quality, model and size. b) Factors like company, brand
image, country, and distribution network and after-sales service also become critical in
evaluation and c) Marketers should understand the importance of these factors to consumers of
these factors to consumers while manufacturing and marketing their products.
Purchase Decision
The fourth step of the process is the actual purchase. Consumers are likely to be influenced by
previous experience. In addition, Kotler, Keller, Joshy and Jha (2012) claimed that the final
purchase decision can be disrupted by two factors: negative feedback from other customers and
the level of motivation to comply or accept the feedback from those customers. This means the
effort of the purchase also has to be well-understood in the consumers’decision-making process
and the importance of the purchase for East and West African consumers must furthermore be
determined. Outcome of the evaluation develops likes and dislikes about alternative products or
brands in consumers. This attitude towards the brand influences a decision as to buy or not to
buy. Thus the prospective buyer heads towards final selection. In addition to all the above
factors, situational factors like finance options, dealer terms, falling prices etc., are also
considered.
Post- Purchase Behavior

The fifth and final step is the post-purchasing behavior of consumers. This step includes the level
of satisfaction or dissatisfaction that the consumer feels from a specific experience or product
and the impact of this on their repeat purchase behavior (Kotler, Keller &Jha, 2012). This
behavior of consumer is more important as for as marketer is concerned. Consumer gets brand
preference only when that brand lives up to his expectation. This brand preference naturally
repeats sales of marketer. A satisfied buyer is a silent advertisement. But, if the used brand does
not yield desired satisfaction, negative feeling will occur and that will lead to the formation of
negative attitude towards brand. This phenomenon is called cognitive dissonance. Marketers try
to use this phenomenon to attract user of other brands to their brands. Different promotional-mix
elements can help marketers to retain his customers as well as to attract new customers.
2.1.3. Factors that affects consumer buying behavior
Consumer behavior studies individuals and groups when they select, purchase, use and dispose
products, ideas, services or experiences. There is a huge variety of consumers from a small child
asking mum to buy a new game to an international corporation executive making a huge
investment deal. Consumers seek items to satisfy their basic needs and desires. Consumer
behavior is much more than studying what consumers buy. It attempts to understand how the
decision-making process goes and how it affects consumers’ buying behavior (Solomon 2004).
Marketers study consumers buying patterns to solve where they buy, what they buy and why
they buy. However, why consumers buy a specific product is not easy to solve because the
answer is locked deep within the consumers’ mind. (Kardeset al.2011, Kotler&Armstrong 2010)
Generally consumers can be categorized to individual and organizational consumers. Individual
consumers try to satisfy their own needs and wants by purchasing for themselves or satisfy the
need of others by buying for them. These individual consumers can come from different
backgrounds, ages and life stages. (Kardeset al.2011)
A consumer’s buying behavior is influenced by cultural, social, personal and psychological
factors. Consumer behavior is a part of human behavior and by studying previous buying
behavior; marketers can estimate how consumers might behave in the future when making
purchasing decisions (Kotler& Armstrong 2010,). The following chapters focus on the social,
cultural, personal and psychological characteristics of consumer behavior.
Cultural factors
Culture, subculture, and social class are particularly important influences on consumer buying
behavior. Culture is the most fundamental determinant of a person’s wants and behavior. Every

group or society has a culture. Although different societal groups have their own culture that affects
consumers‟ buying behavior, the extent to which it influences the behavior might vary from country
to country. Each culture consists of smaller subcultures that provide more specific identification and
socialization for their members. Subcultures include nationalities, religions, racial groups, and
geographic regions. The third cultural factor is Social class which is relatively homogeneous and
enduring divisions in a society. Social classes reflect income as well as occupation, education, and
other indicators (Kotler, 2000).
Social factors
Social factors affect consumer behavior significantly. Every individual hassomeone around
influencing their buying decisions. The important social factorsare: reference groups, family, role
and status. (Perreau, 2014)Every consumer is an individual, but still belongs to a group. The
group to which a consumer belongs is called a membership group. This is a direct and simple
classification. The second group type is a reference group. The reference group influences the
self-image of consumers and consumers’ behavior. The reference group provides some points of
comparison to consumers about theirbehavior, lifestyle or habits. Usually there are many smaller
reference groups,which are formed by family, close friends, neighbors, work group or
otherpeople that consumers associate with. The groups to which a consumer doesnot belong yet
can also influence. These aspirational groups are groups wherea consumer aspires to belong and
wants to be part in the future (Kotler&Armstrong 2010, Khan 2006)
Family members can influence individual consumers’ buying behavior. A family forms the
environment for an individual to acquire values, develop and shape personality. This
environment offers the possibility to develop attitudes and opinions towards several subjects
such as social relations, society and politics. A family creates first perceptions about brands or
products and consumer habits. (Kotler& Armstrong 2010; Khan 2006) For example, the
consumers who have created brand perceptions when they were young can carry out these same
brand selections in the adult life without even recognizing that their family influenced these
selections. Individuals play many different roles in their lives. Each role consists of activities and
attitudes that are expected from an individual to perform according to the persons around him.
(Kotler& Armstrong 2010) Social status reflects the position that individuals have in social
groups based on such things as money and wealth, education or occupation. In many societies
status is important and people want the admiration of others. Social status can be acquired by

being successful in life or being born into money. Product and brand selection often reflects the
social role and status. (Wright 200)
Personal factors
An individual’s decisions are influenced by personal factors such as a buyer’s age and life cycle
state, occupation, economic situation, lifestyle, and personality and self-concept. Consumers’
change during their life and buying of products alter depending on age and stage of life. Age
related factors are such as taste in food, clothing, recreation and furniture. Moreover,
environment, values, lifestyle, hobbies and consumer habits evolve during lifetime. Family life
stages change purchasing behavior and brand selection. Traditionally a family life cycle included
only young singles and married couples with children. Nowadays marketers are focusing on
alternative, nontraditional stages such as unmarried couples, childless couples, same sex couples,
single parents and singles marrying laterin life. (Kotler& Armstrong 2010) It can be assumed
that consumers’taste can change during lifetime and has influence on brand selection in different
stages of life.
A consumer’s occupation and purchasing power influence purchasing decisions and buying
behavior. The income level affects what consumers can afford and the perspective towards
money. People, who share similar occupations, tend to have similar taste in music, clothing and
leisure activities. They usually socialize with each other, and share the same kind of values and
ideas. Income level affects on what consumer can afford and perspective towards money
(Solomon, 2004). Individuals from lower income groups are probably moreinterested in buying
products that are necessary for survival than spending onluxury brands or designer clothes.
Consumers’ life style tells how the person lives and spends money. It iscombined from earlier
experiences, current situation and congenitalcharacteristics. The product choices that consumers
make are related to theirlifestyle. An individual’s lifestyle consists of different life style
dimensions. (Khan,2006) These dimensions are: Activities describe how consumers spend their
time, e.g. work, hobbiesor vacations. Interests are consumers’ preferences and priorities e.g.
family, home orfood.Opinions tell how consumers feel about different issues, e.g. they, politics
or products (Plummer 1974) .These life style dimensions express a person’s pattern of living.
Lifestyle willinfluence consumers’ buying behavior and decisions (Kotler& Armstrong 2010).
Personality distinguishes one person from another by individual traits. Thesepersonal traits can
be self-confidence, adaptability, sociability and dominance(Kotler& Armstrong 2010)
Personality determines how we see ourselvesand the world around us as well as how other

people see us. Attitudes, values and people around us shape our personality. Personality alters
during life when a person grows up and changes surroundings (Wright 2006). Self-conceptis a
multi-dimensional and complex term. Kardeset al. (2011)describes the self-concept as follows
“Self-concept is often described as thetotality of an individual’s thoughts and feelings
regardinghim/her as anobject.” In another words, it is the image that people hold about their
selvesformed by attitudes and beliefs. Many brands have developed an image andpersonality that
correspond with consumers’ values and traits. It allowsconsumers to express themselves through
brand choices. (Kardeset al. 2011) There are five dimensions of brand personality: sincerity,
excitement, competence, sophistication and ruggedness.
Psychological factors
A buyer’s choices are also influenced by four psychological factors, i.e. motivation, perception,
learning, and beliefs and attitudes. A consumer is an individual who has different kind of needs.
These needs can be biological like thirst or psychological arising from the need of recognition or
belonging. A need can be aroused to a sufficient level of intensity when it alters a motive. A
motive is basically a need that drives a person to seek satisfaction.
Abraham Maslow is probably the most know psychologist who has examined these human
needs. He sought to explain why humans are driven by different needs at different times. (Kotler
& Armstrong 2010) Maslow’s hierarchy starts of from needs the most pressing at the bottom and
the least pressing at the top. The basic rule is to satisfy first the basic need before proceeding up
the ladder. When that need has been fulfilled, it stops being a motivator and a person focuses on
the next most important need (Solomon 2004). Maslow’s needs are:
Self-actualization: to have enriching
experiences and feel self-fulfillment.
Ego needs: to accomplish something and have
status among others.
Belongingness: need to feel loved and be accepted by others.
Safety: need to feel secured and protected.
Physiological: basic need such as sleep, food or water.

Figure 2 Maslow hierarchy
2.1.4. Brands
A brand is a name, design, symbol or other feature that distinguishes one product from another.
It is more than just a tangible product or service because it can be packed with the consumer’s
feelings and perception towards the product. It is a promise to the customer. (Kotler& Armstrong
2010) A great brand can be something the consumer can trust and hang on with when the world
around changes. It can reflect you as a person or what you want to be. A brand should provide
values, personalities, stories, benefits and slogans for consumers. (Mallik 2009)
A product can have a strong brand image that corresponds with consumers’ personality.
Consumers can express themselves through brand choices or give image of an ideal self. A brand
image is consumers’ perception towards the product and set of beliefs concerning the brand.
Marketers can strengthen these brand images by advertising, promotions and packaging. (Wright
2006) When consumers are buying a product, they are also buying a brand image. The image
should be positive and unique. This brand image can be combined with brand personality. The
brand can have personality that corresponds to a set of human traits (Aaker 1997). These brand
personality dimensions were discussed earlier in more detail in the chapter concerning the
personal factors of consumer behavior.
Decisions concerning branding require a lot of time from marketers. They need to position their
brands in a way that they reach consumers’ mind. In order to succeed in that, marketers can use
three levels of positioning. At the lowest level, a brand can be positioned by product attributes.
For example, in coffee brands can have attributes such as an environmentally friendly package or
dark roast? Universally positioning by attributes works, but competitors can copy these attributes
easily and the gained benefit with these attributes is lost.
Fortunately, consumers are not so interested in attributes but in what these attributes can do for
them. A better way to position a brand is to join its name with desirable benefits, e.g. car brand
Volvo represents safety, Nike is known from its performance and Maserati with quality.
Consumers can associate a brand name and its benefits in their mind without even having seen
any tangible products. Highest level of brand positioning goes beyond attributes and benefits. It
concerns strong beliefs and values. Brands are appealing to a consumer’s emotional state by
creating excitement and passion around the brand. (Kotler& Armstrong 2010)

Consumers can engage in brand switching for many reasons. It can be a lack of interest in a
current product or simply the interest to try a new brand. When consumers want to try new
things, they get involved in variety seeking. This happens especially when there is less
stimulation in the environment or people are in a good mood. (Solomon 2004) Another reason
for brand switching can be better price, better quality, better selection or better features. If
consumers switch the brand due to a lower price and the product does not deliver its promise, it
will not keep consumer long. (Perreau 2014.) Nonetheless, people tend to buy same brand every
time they go to store. As mentioned earlier, consumers can buy a specific brand out of habit,
because the decision can be made with little or no effort. In these situations another product can
be bought also easily, for example if the original product is out of stock.
Consumers just need the right incentive to change the brand without consideration. On the other
hand, the consumer can also be brand loyal and buy the same brand every time when the
experience with the same brand has been positive and the consumer has made a conscious
decision to buy that brand. Over time this purchase decision that has been based on brand
loyalty, will chance to habitual buying (Solomon 2004).
2.1.5. Brand Equity
Accordingly to Leuthesser, 1988, brand equity can be both finance and connection and it refers
to a positive brand’s value either mental or emotional associations. Brand equity is a key
message to remain relevant customers and be competitive for anything relates to brand; product,
service or company name. Brand equity fillers their customers by level of their perception and
another researcher also explain that brand equity are based on two factors: consumer’s
perception and consumer’s behavior. According to Srivastava& Shocker, 1991, brand equity can
be measured through price, loyalty, perceived quality, brand association and proprietary.
Moreover, brand equity can also be studied from these sections; brand knowledge, brand
awareness, brand image, brand loyalty, perceived quality.
Brand equity refers to the most significant business practice for researcher, as it results as brand
can help business to be successful by gaining competitive advantage including to opportunity of
expanding and promotion procuress. Moreover, branding has strong impact on services brand as
it can increase customer perception directly by giving customer clearer picture of their services
either it’s it intangible or visualize, a high position of brand equity towards customer is related
on increasing customer satisfaction, repurchasing and degree of loyally.
2.1.6. Marketing Mix (7Ps)

Price
Pricing in economic affective a level of demand and psychological variable impacting on
customer’s expectations either on products or services. An action or receipt of sales will lead to
create value by demonstrating customer’s total saving cost including to coupons or further
purchasing or current advertising. In additional, an action or receipt is also able to shows
customers regarding other types of payment which will be more appreciate to promote the stores
or merchandises (Trivedi&Gardener, 1998).
Product
Product is defined as tangible or intangible which is offered by the industry to meet needs of
customers. Product refers to something that provides profit or even having potentially profitable.
Moreover, goods or services aim to meet requirements of various governing offices or society.
These two are most common ways that can define products as consumer goods various industrial
goods and goods products versus services products. In addition, product in fashion are goods
where is hold style as primary and price is secondary. Fashion products are combined with
clothing, jewelry, handbags, shoes and some other accessories.
Place
Place refers to distribution which impact on customers by having products available and place in
accessible locations whenever customers visit particular places. In addition, service can be a part
of place as well since customers involve with service from each industry by participating at a
physical evidence or customer processing directly to place at certain time. Furthermore, A sale
receipt also can use to create value supporting by information in order to access to website as
another channel to do shopping beside physical store’s address for further needs.
Process
Process means a particular method of operation of actions or series of actions which involve
several steps that need to be mentioned sequences. For fashion process are terms that used
among other things mostly focus on strategies that retailers adopt in order to reflect recently
trend quickly and effectively in recent merchandise assortments rises.
Promotion
Promotion refers to traditional methods such as advertising, personal selling, promotion and
publicity including to direct market. A promotion influences on participants with physical
evidence and process relevant to services. A promotion connects to target market by
communicating in the way to let customer’s product’s information. The purpose of proving

promotion is to inform customers regarding what products have been released to market and
available to sale and repeating their brand to customers. The promotion is mainly aim to
communication process of understanding between buyers and sellers.
People
Every industry realize on the people who their business. These people can refer to every
employee in company, beginning from lowest level to management level. People are important
for company as it is an essential to drive business or services up to end customers.
Physical Evidence
Most of all services include physical elements including intangible goods that customer will pay
for. In fashion often physical evidence will be seen as fashionindustry provides merchandise to
customer with a guarantee receipt to change the size within 7 days. According to this, physical
evidence means something that can be seen just like it says physical evidence.
2.2. Empirical Literature Review
Peter and Olson, (1993) mention that interactions between the people’s emotions, moods,
affection and specific feelings is called customer behavior, in other words in environmental
events which they exchange ideas and benefits each is called customer behavior .
Cyert (1956) may have been the first to observe that a number of managers in addition to the
purchasing agents are involved in buying process, and the concept was labeled „buying
behavior‟ and popularized by Robinson(Faris and Win 1967). Webster and Wind (1972)
famously identified five buying roles, they are: Users, Influencer, buyer, decider and Gatekeeper
(Webster and wind, 1972). Further categories have been suggested as the „initiator‟ (Bonoma,
1981), and the „analyst‟ and spectator by Wilson (Wilson, 1998).
The product purchase decision is not always done by the user. The buyer necessarily purchases
the product. Marketers must decide at whom to direct their promotional efforts, the buyer or the
user. They must identify the person who is most likely to influence the decision. If the marketers
understand customer behavior, they are able to predict how customers are likely to react to
various informational and environmental cues, and are able to shape their marketing strategies
accordingly (Kotler, 1994).
Schiffinan and Kanuk(2004)define customers behavior as the behavior that the customers display
in searching for purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs. Customer buying behavior incorporates the acts of individuals

directly involve in obtaining, using and disposing of economics goods and service including the
decision process that precede and determine these acts.
The leather-shoeindustry in Ethiopia is producingshoes exportable to the markets in the
developed countries.The industry tookback the domestic market from Chinese shoes which had
flooded the market in around 2001. Since then, the industryhas been growing vigorously.
Thesedevelopments aregood newsto those who are interested in poverty reductionin Sub-Saharan
Africa because Ethiopia is one of the poorest countries and theleather-shoe industry is one of the
most labor-intensive industrieswhich provideample employment opportunitiesfor the poor
(Sonobe,AkotenandOtsuka 2007).
Hawkins, Best, Coney and Mukherjeein their book on Consumer Behavior discussed several
factors affecting consumer behavior for buying such as demographic and social influences
(family and household), group influence, impact of advertising and internal influences (learning,
perception, attitude etc.). The book elucidated the topics such as types of consumer decisions,
purchase involvement and product involvement. The book also emphasized on information
search process and various ways for providing relevant information to the consumers are
recommended in this study. The book has further emphasized on individual judgment and
proposed that the ability of an individual to distinguish between similar stimuli which could
involve many variables related to individual preferences. In another book with title Indian
Insurance Profile by Narayanan, H.the author has highlighted the features of Indian insurance
markets, development of insurance sector in India, major players in insurance sector and
insurance products offered to Indian policyholders. The book also provided detail of growth of
life insurance and general insurance in India with appropriate statistics.
The article on the Impact of Salesperson’s Behavior on Consumer’s Purchase Decision: An
Empirical Study the efforts have been made to examine the impact/influence of salesperson’s
behavioral traits- Ethical Behavior, listening ability, relational skills and emotional intelligence
on the coinciding purchasing behavior of the customer. The outcome of this study emphasizes
the soft skills of a salesperson, which is otherwise disregarded as an antecedent variable,
accordingly providing insights for salespersons in refining heir selling behavior. As the result of
the study indicates a salesperson should understand importance of the required skills and strive to
develop these skills. Further, the findings of the study would also help the retailers in ensuring
that the salesperson develops the required skills by consistently keeping a check on them.
Retailers may also focus on the skills while recruiting and training salesperson. The article

relates the theory to practice that the behavior of the customers may get controlled by the action
of sellers.
According to Belay (2009), ensuring quality is the best means of winning consumer confidence
and sales. Many manufacturing firms find that they must meet new and different standards
criteria (national, corporate, regional, or international) to compete in the global marketplace. In
the area of imports, quality standards provide a basis for assessing quality of products and
services. Suppliers are provided a guide as to the quality of product to be manufactured, while
buyers are provided with the confidence that the goods are safe and meet high quality standards.
The preference, choice, demand, attitude and actions of consumers are interlinked. Also they all
have impact on purchase decisions of consumers. Dr. K.Alagarsamy& S. Wilsonthrough their
literary work on “A Study on Customer Behavior Towards Banking Services With Special
Reference To Public Sector Banks in SivagangaiDist. ”state that the banking sector has under
gone many changes in the new economic policy based on privatization, globalization and
liberalizations adopted by government of India. Customer is the king in the present day banking.
Since the banks are providing tailor made services to the changing needs of the ultra-modern
customer to face their stiff competition from the rival banks. Today the customer services
preference keep on changing at a rapid speed and their demands. Today the challenging and
tough job for the bankers is retaining their existing customer base and acquiring new customer.
The aim of the bankers is to make the customers c achieve their financial goals. To achieve the
highly challenging task of customers satisfaction bankers are turning to technology for help.
Bankers are not only satisfying the customer but must also trigger the attitude of the customers
towards the bank. Even though the customer is well educated, still some timesdue to high
technology banking services they hesitate for the transaction. PreetiTak and
AshishPareekthrough their literary work on Consumer Attitude towards Luxury Brands: An
Empirical Studyhave established their thought on the relationship between consumer’s need for
uniqueness dimensions, fashion consciousness and consumer’s attitude towards luxury brands.
The findings suggest that the three dimensions of consumer’s need for uniqueness and fashion
consciousness are positively related to consumer’s attitude towards luxury brands. Thus,
consumers like to express their individuality by adopting new fashion brands and styles. This
finding has an important marketing implication, as it suggests that marketers could devise a
suitable strategy to communicate the uniqueness of their products. The result also supports the
probable link between fashion consciousness and attitude towards luxury brands.

2.3. Conceptual framework of the study
Figure 3 conceptual frame work of the study
CHAPTER THREE
3. METHODOLOGY OF THE STUDY
Consumer buying
behavior in
selection of brand
shoes in Addis
Ababa
Major factors affecting consumer buying behavior
 Cultural factors
 Social factors
 Personal factors
 Psychological factors
Marketing Mix (7Ps)
Price
Product
Place
Process
Promotion
Physical Evidence
People

This part of the study deals with over all approach of the research. And it includes study area,
research design, population and sample design, population and sample design , source of data,
data collection procedure, ethical consideration, methods of data analysis and presentation and
validity and reliability test will be used in this study.
3.1. Description of the study area
Addis Ababa is the capital city of Ethiopia. It is located on a plateau high in the central mountains of
Ethiopia. The day to day life activities of the city's population is predominantly based on different
sorts of occupation. These includes, 119,197 in trade and commerce; 113,977 in manufacturing and
industry; 80,391 home makers of different variety; 71,186 in civil administration; 50,538 in transport
and communication; 42,514 in education, health and social services; 32,685 in hotel and catering
services; and 16,602 in agriculture. Besides the residents of rural parts of Addis Ababa, the city
dwellers also participate in animal husbandry and cultivation of gardens. Currently 677 hectares of
land is irrigated annually, on which 129,880 quintals of vegetables are cultivated.
Any kind of economic activities are take place between two parties’ seller and buyer, service giver or
receiver. Consumer behavior in AddisAbaba is dynamic and multi-lateral. This is due to variety of
culture, economic, personal and social aspects.
Addis Ababa is only the city which large number of brand consumer found. This due to Addis
Ababa is the diplomatic capital of Africa. There are number of embassies and consular
representative cluster in the city were the Organization of Africa unity and the UN economic
Commission for Africa have their headquarters. Addis Ababa is the residence of different nation
and nationality of Ethiopia.
3.2. Research design and approach
Many scholars depicted that there are many definitions of research design, despite no single
definition imparts for the full ranges of its importance. According to Creswell(2014), research
design is the overall plan or structure of the study; researchers employ to address the objectives
of the inquiry. Similarly, Schindler (2003) argues that research design is the plan and structure of
investigation so conceived as to obtain answers to research questions.
Anexplanatory research design was conducted on this study to investigate factors that affect
consumer buying decision in the selection of branded shoes in Addis Ababa.According to
Kothari (2004) descriptive research studies are those studies which are concerned with

describing the characteristics of a particular individual, or of a group, whereas diagnostic
research studies determine the frequency with which something occurs or its association with
something else.
Research approach of this study is qualitative and quantitative or pragmatic research approach.
The pragmatic approach to science involves using the method which appears best suited to the
research problem and not getting caught up in philosophical debates about which is about the
best approach.
3.3. Population and sample design
3.3.1. Population of the study
According to Furnas et al. (1999), population refers to an amount of total of all objects, subject
or members that coordinate with a set of specifications. The population of the study is the
consumer or user and supplier of branded shoes in Addis Ababa. Since the user of the branded
shoes is largest or highest in number the researcher plan to determine target population of the
study by age classification. So target population of this study will be consumer or user of
branded shoes found between the age of 18 to 35. Both sex groups are included in the target
population of study.
3.3.2. Sampling techniques
Collecting and analyzing of data from the entire population found to be costly to the researcher
in terms of money, time and energy demand. Due to this fact, the researcher determined the
sample group whocanrepresent the total population. For ease of sampling the sampling frame has
been determined first. The sampling frame is the list of all customers of multimodal transport
from which the sample group was taken. From probability sampling technique, simple random
sampling method will used to determine the actual sample group who filled out the questionnaire
prepared. It is because this method will found giving equal chance of being selected in to the
sample group for every member of a population.
3.3.3. Sample size determination method
In addition to the purpose of the study and population size, three criteria usually will need to be
specified to determine the appropriate sample size: the level of precision, the level of confidence
or risk, and the degree of variability in the attributes being measured (Miaoulis and Michener,
1976).

The level of precision, sometimes called sampling error, is the range in which the true value of
the population is estimated to be. This range is often expressed in percentage points, (e.g., ±5
percent), inthe same way that results for political campaign polls are reported by the media.
The confidence or risk level is based on ideas encompassed under the Central Limit Theorem.
The key idea encompassed in the Central Limit Theorem is that when a population is repeatedly
sampled, the average value of the attribute obtained by those samples is equal to the true
population value. Furthermore, the values obtained by these samples are distributed normally
about the true value, with some samples having a higher value and some obtaining a lower score
than the true population value. In a normal distribution, approximately 95% of the sample values
are within two standard deviations of the true population value (e.g., mean).
The third criterion, the degree of variability in the attributes being measured refers to the
distribution of attributes in the population. The more heterogeneous a population, the larger the
sample size required to obtain a given level of precision. The less variable (more homogeneous)
population, the smaller the sample size required to obtain a given level of precision (Cited in the
University of Florida 2014).
Considering the homogeneity nature of the population under study, the researcher will
determinethe sample size to be 246 customers of branded shoes using the following sample size
determination formula. Given the homogeneity nature of the population, the researcher believes
that the output obtained with this sample size properly represents the total population. It is
because if the items of the universe are homogeneous, a small sample can serve the purpose. But
if items are heterogeneous, a large sample would be required (Kothari, 2004).
Using Census for small population, sample size imitation from similar studies, using published
tables, and applying formulas are the four methods described to determine a sample size
(University of Florida, 2014). For this specific research, the researcher used formula method
using the sample size determination formula provided by the website of the university and
calculated the sample size as below. Since the formula is the right method of sample size
determination in case of infinite or large population size. As it is discussed earlier the population
of the study is large and that witnesses the appropriateness of the formula method.
n= Z2 pq
e2
Where:-
n = denotes sample size,

Z2 = represents the abscissa of the normal curve that cuts off an area α at the tails (1- α equals the
desired confidence level, that is 95%). The value of Z is found in statistical tables which contain
the area under the normal curve.
e = is the desired level of precision,
p = is the estimated proportion of an attribute that is present in the population, and
q = is 1-p.
Before calculating the sample size, the three most important criteria of the formula which are
bases to use the formula, have been assessed and determined first as indicated hereunder.
Z= 1.96, for 95% confidence level, most social science researches maintain a 95% confidence
level.
e = 5%, the desired level of precision, or sampling error.
p = 0.2, the researcher estimated the proportion of an attribute that is present in the population
since the population is attributed by homogeneous character. It means that there is very less
variability in the population.
q= 1-p
n= Z2 pq
e2
n= ( 1.96 )2(0.2)(0.8)
(0.05)2 = (3.8416)(0.16)
0.0025 = 0.615
0.0025 =246
As it is indicated the sample size determined using the formula method is 246. The research used
this sample size to define the sample groups who have been participated by supplying primary
data through questionnaire.
3.4. Data source and type
The source of data ultimately determines the validity of the research. Both primary and
secondary data will employ. Primary data will collect through questionnaires. Secondary data
will obtained from various books, research papers, articles, journals and websites
3.5. Data collection procedure
Before undertaking the actual works of data collection, the researcher carried out the necessary
activities which will prerequisite to the success of the data collection. Design questionnaire that
can relate to the topic of the study with the required copies and the interview checklist. Then the

researcher request for arrangement the right time when to distribute and collect the
questionnaires and undertake the interview with the selected supplier and buyer of branded
shoes. After that supplier of branded shoes informed to the arranged schedules, the researcher
used the schedule to carry out the data collection activities to best of the respondents’ and
willingness. Finally the prepared questionnaire and interview will distributed to the respondents
for consecutive three months.
3.6. Instruments of data collection
Research instrument can be used a tool for collecting data, it can be many ways; questionnaire,
interview, observation and reading. The researcher needs to be confidence in choosing valid and
reliable instrument. However, the validity and reliability of each research is difference depends
on project. In short, any procedure that uses to collect data, it needs to be critically examined to
check the extent to which is likely to give the expected results.
Questionnaire was an instrument for collecting data. Questionnaire is mostly used in normative
survey which is a systematically prepared form with a set of questions mainly designed for
specific group of respondents either in format of soft file or hard file. Actually it is like a form of
inquiry document which contains a systematically complied and well organized series of
questions and intended to explore the information which will provide data to answer the problem
of the study.
The questionnaire contains two parts. The first part contains demographical and consumer
preference which contains open-ended questions. The second part is variables of the study; like
marketing mix, band equity and factors that affects consumer buying behavior.
The author use five-likert scales to range the answer of questionnaires for this study on second
part of questionnaires; Marketing Mix, Brand equity and factors affect consumer behavior.
Table 3.1 Five-PointLikert scale
Level Score
Strongly Disagree 1
Disagree 2
Neutral 3
Somewhat Agree 4
Strongly Agree 5

Researcher applied mean and interval class to calculate the range of each result in level as
following;
Interval class = Range (max value – min value)/Number of Interval
= (5-1)/5=0.8
Based on above formula scale ranging can be defined as;
Average score of 4.21 – 5.00 refers to Strongly Agree
Average score of 3.41 – 4.20 refers to Somewhat Agree
Average score of 2.61 – 3.40 refers to Neutral
Average score of 1.81 – 2.60 refers to Disagree
Average score of 1.00 – 1.80 refers to Strongly Disagree
After the data has been collected, it should be edited and well coded, and then should be
presented in a way which is convenient for understanding and making analysis. The analysis
made using descriptive statistics tools such as tables and simple percentages. Kotari (2002) states
that descriptive statistics is used to organize summarize and present data and translate data into
information. Percentage and frequency used as data summarization and analysis technique. The
analyzed data presented with the help of data presentation instrument such as table. The collected
data was analyzed using the computer software known as statistical package for social science
(SPSS).
3.7. Validity and reliability test
Validity refers to the quality that a procedure or an instrument used in the research is accurate,
correct, true and meaningful (Enon, 1998). According to Kothari (1990) validity is the most
critical criterion which indicates the degree to which an instrument measures what is supposed to
measure. After the construction of questionnaire, the researcher did a pilot on seven respondents
which conducted to check whether the questions constructed was supply the appropriate
information, and to check if there is any confusion in the way the researcher can make necessary
amendment to the questionnaires and remove ambiguities.

Reliability refers to how consistent a research instrument will in measuring the variables of
interest where the measurement is scale-based and therefore means the degree of internal
consistency in the instrument of a study. (Saunder, 2000). A scale test has carried out to establish
the internal consistency of the instrument. Subsequently reliability analysis was conducted using
Cronbach’s Alpha which measured the internal consistency by establishing if certain item within
a scale measures the same construct. According to Gliem (2003), the Alpha value threshold is
0.7, which forms the study’s benchmark. Cronbach’s Alpha was established for every objective
which formed a scale.
Reliability and validity are terms that refer to the quality of the measures used in a research
study. Reliability refers to the consistency and validity refers to the accuracy of the measure
(Dunn, 1999).Among several measures of reliability Cronbach’s alpha is the most commonly
used measure of reliability (i.e., internal consistency). It was originally derived by Kuder&
Richardson (1937) for dichotomously scored data (0 or 1) and later generalized by Cronbach
(1951) to account for any scoring method. Internal consistency concerns the reliability of the test
components. Internal consistency measures consistency within the instrument and questions how
well a set of items measures a particular behavior or characteristic within the test. For a test to be
internally consistent, estimates of reliability are based on the averageintercorrelations among all
the single items within a test. Alpha value ranges between 0 and 1. The acceptable level of
reliability has traditionally been with alpha value 0.70 or higher.However an alpha value below
0.70 is considered as poor to measure reliability of items.
3.8. Ethical consideration
Ethical considerations of confidentiality and privacy will addressed during the study. A
concerted and conscious effort was made at all times to uphold this promise. A guarantee will
give to the respondents that their names were not important in the questionnaire and any part of
the information would not be used for other purpose than this specific research. In order to
ensure the reliability of the data, it has been tried to include only respondents who have an
exposure and well understanding of branded shoes. This information can be obtained from
supplier.

CHAPTER 4
RESULT ANALYSIS AND DISCUSSION
In this section, the collected data results discussed and analyzed. Based on the collected data
necessary interpretation were completed by descriptive statistics. After all the data have been
collected then the analysis of the quantitative data is needed by using the most popular statistical
software which is package for Social Science (SPSS ) as it is effective and efficient in terms of
faster results.
Questionnaire of this study contains two parts. The first one is about general characteristics of
respondents and brand shoes consumer related issues were discussed. Second part of designed
questionnaire is about factors that affect consumer buying behavior regarding to brand shoes
selection such as marketing mix and consumer life style this presented by likert scale.
4.1 General Characteristics of Respondents

Table 4.1 General Characteristics of Respondents
Criteria Item Frequency Percentage
Gender Male 137 55.7%
Female 109 44.3%
Age classification 18-23 Years 171 69.5%
24-29 Years 40 16.3%
30-35 Years 35 14.2%
Religious Muslim 15 6%
Orthodox 140 57%
Protestant 72 29%
Catholic 14 6%
Others 5 2%
Marital status Single 149 61%
Married 97 39%
Divorce 0 0%
Original premise Urban 159 64.6%
Rural 87 35.4%
Educational background Grade 12
Completion 127 52%
Diploma 47 19%
Degree 69 28%
MA and
Above 3 1%
Family size
Small 48
20%
Medium 180
73%
Large 18
7%
Occupation Business
owner 16 7%

Governmental
Organization 72 29%
NGO 49 20%
Student 109 44%
Monthly income 2001-5000
Birr 20 8%
5001-10000
Birr 66 27%
Above 10000 31 13%
From parents 129 52%
Own survey: 2019
Table 4.1 indicates that biological sex of respondents. From total respondents of the study
137(55.7%) are male while 109(44.3%) are female. This indicates that number of male is greater
than number of female included in this study.
Table 4.1 indicates that age classification of respondents. From the total participant of the study
171(69.5%) are found between the age of 18-23, 40(16.3%) are found between the age of 24-29
years, and 35(14.2%) are found between the age of 30-35 years. As clearly indicated in the table
4.2 large number of respondents were found between age 18-23 years followed by 24-29 and 30-
35 years.
Figure 4.1 indicates that religious of respondents. From the total respondents 140(56.9%) are
orthodox, 72(29.3%) are protestant, 15(6.1%) are Muslim, 14(5.7%) are catholic and 5(2%) are
other religion followers. This finding indicates that large numbers of respondents are orthodox
religious followers followed by protestant, Muslim and catholic respectively.
As clearly indicated in table 4.1 large number of respondents are single which accounts
149(60.6%) and followed by married 97(39.4%). This finding generalize that largest numbers of
respondents are single in marital status.
Table 4.1 indicates original premise of respondents. From the total respondents 159(64.6%) are
originated from urban and 87(35.4%) are from rural area. This indicates that large numbers of
respondents are originated from urban settlement.

As indicated on the above table large numbers of respondents are grade 12 completions followed
by degree, diploma and MA and above educational level respectively.
Figure 4.1 indicates that family size of respondents. From the total numbers of respondents 73%
are from medium family size, 20% of respondents are from small family size and7% of
respondents are from large families. This finding generalize that large number of respondents are
from medium family size.
Figure 4.1 shows that occupation of the respondents. From total respondents of the study 44%
are students, 29% are governmental organization, 20% of respondents are from non-
governmental organization and 7% are from business owner. This finding indicates that large
numbers of respondents are students followed by Governmental organization, NGO and business
owner respectively.
The table shows that monthly income of respondents. Large numbers of respondents are get
income from their parents. As discussed on occupation of the respondents; large numbers of
respondents are students and those two points are explains the same idea. Since large numbers of
respondent are students their income must be from their parents.
From the respondents of the 66(26.8%) get 5001-10000 birr monthly income. 31(12.6%)
respondents get above 10000 birr per month. And 20(8.1%) get 2001-5000 birr per month. This
finding concludes that large number respondents are get money from their parents.
4.1.10. Types of shoes respondents wear
Figure 4.2. Types of shoes respondents wear.
Criteria Item Frequency Percent
Types of shoes respondents wear Formal 22 9
Casual 38 15
Sport 85 35
Any other shoes 101 41
Most preferred brand shoes by
respondents
Nike 46 18.7
Puma 34 13.8
Vans 81 32.9
Jordan 22 8.9
Adidas 18 7.3
Rebook 12 4.9
Sketcher 23 9.3
Other 10 4.1
What is the reasons to choose brand
shoes
Durability 22 8.9
Design/style 52 21.1
Price 19 7.7

Comfort
ability/quality
91 37.0
Availability 9 3.7
Peer pressure 20 8.1
Have enough
information
16 6.5
Other reasons 17 6.9
Where respondents get brand shoes Boutique 71 30
Online marketing 38 16
Ordering 126 53
Friends 3 1
Where respondents get information
about brand shoes
Seller/Supplier 31 12
Friends 39 16
Online 46 19
Family 14 6
Advertisement 116 47
Own survey: 2019
As indicated on figure 4.2, 41% of respondents are wears any other shoes, 35% wears sport
shoes, 15% wears casual and 9% wear formal shoes. This generalize that large numbers of
respondents are wears any other shoes followed by sport shoes, casual and formal shoes
respectively.
This finding answers research question of the study, “Which brand shoes are is mostly preferred
by consumers”. As indicates table 4.2 large numbers of respondents prefer Vans which accounts
32.9% followed by Nike 18.7%, puma 13.8%, sketcher 9.3%, Jordan 8.9%, Adidas 7.3%,
Reebok 4.9% and other 4.1% respectively.
The first objective of this study to identify major determinants factors of mostly preferred brand
shoe in Addis Ababa. My finding is related with the finding of Alexander et al. 2015. Reebok,
Nike and Adidas dominate the sports and casual shoe.
This table indicates that major reasons to choose brand shoes. Based on the above finding
comfort ability is the major factor which account 91(37%). Design/style is another reason for
brand shoes selection and followed by durability, peer pressure, price, information and another
reasons.
According to Belay (2009), ensuring comfort ability/quality is the best means of winning
consumer confidence and sales. Many manufacturing firms find that they must meet new and
different standards criteria (national, corporate, regional, or international) to compete in the
global marketplace. In the area of imports, quality standards provide a basis for assessing quality
of products and services. Suppliers are provided a guide as to the quality of product to be

manufactured, while buyers are provided with the confidence that the goods are safe and meet
high quality standards.
As shown in the above table large numbers of respondents get brand shoes by ordering. Other
respondents get brand shoes from boutique and online marketing. Very few numbers of
respondents get from their friends.
As shown on the above table large numbers of respondents get information about brand shoes
from advertisements which cover 116(47.2%) and followed by 46(18.7%)from online,
39(15.9%)from friends, 31(12.6%) from seller or supplier and 14(5.7%) are from family or
friends.
4.2. Influence of Marketing Mixon brand selection
Table 4.3 Influence of Marketing Mix on brand selection
Descriptive Statistics
Variables Mean
Std.
Deviation
Price
The pricing strategy adopted by brand shoes supplier affecting my brand
selection
3.3252 .98143
Cheaper price offered by brand shoes supplier affecting my brand
selection
2.3130 .95810
Discount and seasonal pricing offer by brand shoes supplier affecting
my brand selection
3.7602 1.17256
Grand mean 3.1328 1.03736
Products or Merchandises
Types of brand shoes supplied by brand shoes company affecting my
brans shoes selection
3.7846 .83686
The features supplied by shoes company affecting my brand shoes
selection
4.5935 .66808
Product varieties of brand shoes affecting my brand selection 3.5325 .89725
The availability of sizes offered by shoes supplies affecting my brand
shoes selection
3.8740 1.22740
Grand mean 3.9461 0.90740
Place
The distributional performance used by brand shoes supplier affecting
my brand shoes selection
3.3984 .94967
Visual merchandizing techniques used by supplier affecting my brand
selection
3.6179 .67637
The distributional availability affecting my brand shoes selection 3.6098 .82940
The distributional medium used by brand shoes supplier affecting my
brand shoes selection
3.5976 1.27641
Grand mean 3.5559 0.93296

Processes
The responsiveness of brand shoes supplier affecting brand shoes
selection
3.6626 .92360
The flexibility of brand shoes supplier affecting brand shoes selection 3.2439 1.05630
The reliability of brand shoes supplier affecting brand shoes selection 3.1748 1.13476
Grand mean 3.3604 1.03822
Promotion
The types of promotion medium used by brand shoes supplier/company
affecting my brand selection
3.4065 1.37522
The types of promotion message and content used by brand shoes
supplier/company affecting my brand selection
3.5528 1.08574
The types of promotion channel and expert used by brand shoes
supplier/company affecting my brand selection
3.4512 .77437
Grand mean 3.4702 1.07844
Physical Evidence
Physical environment impacts my brand shoes selection 3.7154 .74527
Product or interior design affecting my brand shoes selection 3.9431 1.07134
Packaging techniques of brand shoes supplier/company affecting my
brand shoes selection
3.2846 .88082
Grand mean 3.6477 .89914
People
Celebrity practiced by brand shoes supplier/company affecting my
brand shoes selection
3.3740 .77616
Skill of brand shoes supplier affecting my brand shoes selection 3.2927 .81548
Trained brand shoes supplier affecting my brand shoes selection 3.5732 1.04624
Grand mean 3.4133 .87929
Own survey: 2019
Influence of marketing mix is one of the specific objectives of the study. As indicated on the
above table product or merchandise scores the highest mean (3.946), physical evidence score
highest mean (3.647), place scores mean (3.556), promotion scores mean (3.471), people scores
mean (3.413), process scores mean (3.336) and prices scores mean (3.132). This indicates that
product, physical evidence, place, promotion and people are found more to agree whereas
process and price more forward to neutral. According to this finding product, physical evidence,
place, promotion and people have influence on brand selection. Price and process are neutral for
brand shoes selection.
The second objective of this study is Assess influence of Marketing Mix as determinant of brand
selection in Addis Ababa. According to this finding product, physical evidence, place, promotion
and people have influence on brand selection. Price and process are neutral for brand shoes

selection. This finding oppose the finding of Bucklin et al. 1998, noted that price significantly
influences consumer choice and incidence of purchase.
4.3Major factors that affect consumer buying decision
Table 4.4 Major factors that affect consumer buying decision
Descriptive Statistics
Variables Mean
Std.
Deviation
Cultural factors
Customer of brand shoes choose to purchase based on
culture and social environment
2.7033 .88833
Customer of brand shoes choose to purchase based on
social class
3.1870 .97604
Customer of brand shoes choose to purchase based on
trends of society
3.4024 1.14492
Grand mean 3.0976 1.00310
Social factors
Customer of brand shoes choose to purchase because of
family advice
3.4431 1.16882
Customer of brand shoes choose to purchase because of
social roles and status
3.4878 1.20113
Customer of brand shoes choose to purchase because of
peer effect
3.2724 1.16890
Grand mean 3.4011 1.17962
Personal factors
The age level customer affects customers brand shoes
selection
2.9512 .98440
The purchasing power and revenue affecting of brand
shoes selection
2.7764 .84926
Life style of brand shoes supplier affects brand shoes
selection
3.2480 1.09148
Personality and self-concept of brand shoes supplier
affecting brand shoes selection
3.2033 1.10995
Grand mean 3.0447 1.00877
Psychological factors
The motivation of brand shoes supplier affects brand
shoes selection
2.8821 1.43652
Perception of brand shoes supplier affects brand shoes
selection
3.5122 1.21464
Beliefs and attitudes of brand shoes supplier affects brand
shoes selection
3.5650 .78885
Grand mean 3.3198 1.14667
Own survey: 2019

Based on the above table social factors have the highest mean among factors that affects
consumer buying and decision behavior by score mean of 3.4011. This shows that the level of
agreement on social factorsis more towards to “Agree’. Whereas psychological,cultural and
personal factors have 3.318, 3.097 and 3.044 mean scores respectively. This indicates that the
levels of agreement on psychological, cultural and personal factors are more toward to Neutral.
The finding clearly indicated social factors affects consumer buying behavior regarding brand
shoes selection. Psychological, cultural and personal factors have neutral in the selection of
brand shoes.
As indicated in the above finding social factors affects consumer buying behavior regarding
brand shoes selection. Psychological, cultural and personal factors have neutral in the selection
of brand shoes. This finding shares the idea of Hawkins, Best, Coney and Mokherjee. In their
book on Consumer Behavior discussed several factors affecting consumer behavior for buying
such as demographic and social influences (family and household),group influence, impact of
advertising and internal influences (learning, perception, attitude etc.).

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
The purpose of this last chapter is to present summary of major findings and concluding remarks
and forwarded possible recommendations. Thus, the first section presents the study’s major
findings summaries. The second section presents conclusions. The third section present
discussions about recommendations. Finally, section four presents the study’s significance and
delimitation.
5.1. Summary
The aim of this study was assess factors affecting consumer buying decision in selection of bran
shoes. In this study, the questionnaires participated by 246 respondents. Depending on the
proposed research question and objective of the following major summary are summarized as
follows;
Determinant of mostly preferred brand shoes
Regarding to brand shoes selection largest numbers of respondents are like to wear any kinds of
shoes type and sport shoes. From prepared international shoes brand largest number of
respondents selected or preferred vans shoes brand. Next to puma Nike and puma shoes brands
are selected/preferred by respondents. Reasons for selection of brand shoes (design/style,
durability, price, comfort ability, peer pressure, information/awareness and other reasons)
included in the questionnaire.Largest numbers of respondents select brand shoes due to their
comfort and design/ style of the shoes. Another finding under this section was place where the
respondents get brand shoes. Large numbers of respondents are got brand shoes by ordering or

pre-ordering suppliers. According to response of large respondents Advertisement plays great
role to provide necessary information about brand shoes availability and overall about shoes.
Influence of marketing mix is one of the specific objectives of the study.
This section contains seven marketing mix price, place/store, product, person, physical evidence,
promotion and process. And the aim of this marketing mix was to identify their influence on
consumer buying decision making on selection of brand shoes. As finding of the study indicates
all marketing mixes used in this study have influence on brand section. As clearly indicated in
the above table the means found more forward to “Agree’’ level.
Major factors that affect consumer buying decision
A consumer’s buying behavior is influenced by cultural, social, personal and psychological
factors. Consumer behavior is a part of human behavior and by studying previous buying
behavior; marketers can estimate how consumers might behave in the future when making
purchasing decisions (Kotler& Armstrong 2010,). Based on the above finding social factors and
psychological factors have the highest mean among factors that affects consumer buying and
decision by score mean of 3.590 and 3.429 respectively. This shows that the level of agreement
on social factors and psychological factors are more towards to “Agree’. Whereas cultural and
personal factors have 3.220 and 2.977 mean scores respectively. This indicates that the levels of
agreement on personal and cultural factors are more toward to Neutral.

5.2. Conclusions
Based on planned objective of the study the researcher forward the following conclusions:-
The researcher collected necessary information from primary source or consumer of brand shoes
in Addis Ababa. There were eight major international brands included in the questionnaire of the
study. Vans are the most preferred shoes brand in Addis Ababa. Nike and puma are also
preferred next to vans. Regarding reasons for brand shoes selection largest number of
respondents were select brand shoes because of their comfort ability/quality and design/style of
shoes.
The researcher prepared major factors that may affects consumer buying behavior regarding to
brand shoes selection. Social factors have the highest mean among factors that affects consumer
buying decision on selection of brand shoes. Whereas psychological, cultural and personal
factors have medium scores or more toward to Neutral factors.
As finding of the study indicates all marketing mixes used in this study have influence on brand
section. The respondents of this study agreed that marketing mix have influence on consumer
brand selection.

5.3. Recommendation
In this section some viable recommendations are forwarded on the bases of the research findings.
This recommendation is directly concern brand shoes supplier and company. As mentioned in
part of the study the study the age classification of the respondents was 18 years to 35 years old.
The recommendations concern this age classification.
For any business operation to be successful, the products acceptance by consumers is a key issue
that must not be neglected as in competitive and dynamic environment. These days, in seeking,
to choice among different products to satisfy their need and want, consumers see each product as
a bundle of attributes with varying abilities of delivering the benefits to satisfy this need and
want. Even though, the attributes of significance to buyers vary by product, style, quality and
price are attributes sought in a shoe. In addition, consumers varied by demographic factor; age as
to which product attributes they see as most relevant and the importance they attach to each
attribute.
Therefore, it is critical to all brand shoes supplier to identify the stage of life their consumers.
What product attributes they pay the most attention can help shoe companies to successful
segment the markets and design marketing programs according to the attributes that are salient to
different consumers’ age groups.
Particularly, the brand shoes supplier and importer found in Ethiopia better constantly come up
with new styles/designs and product line extensions to bring getcompetitive advantage regarding
to fashion-ability, wide variety and comfort-ability. Thus, deeper understanding of target
consumers can allow them, what new style or design and comfort of product to produce or
modifying existing products style or design and how to market them.

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