Consumers’ Attitudes Towards Imported Shoe Products in Ethiopia

Abstract

The advent of ever changing and rapid communication has given consumers far more knowledge about products than any time in history. The consequence of this information availability allows the consumer to examine the product’s country-of- images more closely. This study was conducted to assess the attitudes of consumers towards non local (imported) shoe products. A survey questionnaire was distributed among 290 respondents of Addis Ababa University School of commerce undergraduate regular students of 2013 academic year. The questionnaire contained the measure of, Country of Origin, consumers’ ethnocentrism, brand name, quality of the products, price, and attitudes towards importedshoe products. Five hypotheses were designed and tested by multiple regression analysis by using SPSS 16 version. Analysis of the data showed that consumers considered the imported products as of high value and they feel a pride when having the products of the developed countries. The study also indicated that Country of Origin, consumers’ ethnocentrism, brand name, quality of the products, style, and price, as the major factors influenced the consumers’ attitudes towards non local shoe products.

Keywords: consumer attitude, Country of Origin, consumers’ ethnocentrism.