Effect of Branding On Consumer Buying Behavior Of Local Leather Footwear Products. (In The Case Of Addis Ketema Sub City Small Medium Enterprise)

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.