Abstract:
The objective of the study is to examining the effect of branding on consumers buying decision.
The study adopted a descriptive and explanatory research design. In an attempt to analyze the
effect of branding on consumer buying decision the study employed mixed method of research
approach, and, non-probability sampling techniques to achieve the objective of the study. The
study population was consumer who buys leather foot wear in the sub city and 342 sample
respondents drawn from the population by using convenience sampling. The study used primary
source of data and closed ended survey questionnaire with model Statements of a 5-point Likert
– scale to analysis and test the hypothesis. The study results indicate that the explanatory
variable brand (brand awareness, brand image, brand loyalty, brand name, and brand
association) found to have a statistically significant and positive effect on consumer buying
decision. Finally, the study recommended that develop a strong brand identity, focus on quality
and craftsmanship, and also different strategies that leather footwear enterprises should use to
increase brand loyalty, and develop a strong brand identity and others to increase consumer
buying decision in the sub city.
