Exploring Consumers Footwear’s Brand Preference and Its Antecedents between age groups and gender: In Case of dire Dawa administration
2016
The research was aimed to explore the pattern of brand
preference towards domestic and foreign footwear products and
its antecedents taking age and gender as a case among Dire Dawa
administration residences. A mixed approach with 319 usable
samples were collected from respondents randomly and relevant
data on purchase preference; normative influences, emotional
values, brand consciousness and perceived quality were gathered
presented and analyzed using both inferential and descriptive
statistical techniques. The finding revealed that the emotional
value of the brand and normative influences are the most and
least significant antecedents respectively for brand preference
also as age increase the preference toward local brad are
increased where as the emotional value of the brand significantly
affect male youths and females as a whole.
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